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Sony most popular consumer electronics brand
Ilse Jurriƫn : January 21th 2006 - 04:10 CET
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SonySony most popular consumer electronics brand : A recent international survey measuring the health of the world's most famous consumer electronics brands reveals that Sony is the most popular brand, while Sanyo is the least popular across all ages, genders and income levels in 18 countries around the world. In November 2005 the Stewart-Allen/GMI BrandBarometer, co-created by marketing expert Allyson Stewart-Allen/GMI, a provider of integrated solutions for global market intelligence, surveyed 17.502 consumers worldwide about 15 leading international consumer electronics brands. These brands include Apple, Canon, Casio, Dell, Hitachi, Hewlett-Packard, Microsoft, Nokia, Panasonic, Philips, Pioneer, Sanyo, Sharp, Sony & Toshiba.
Sony most popular consumer electronics brandPopular consumer electronics brand
Consumers were asked about their perceptions and experiences of these brands, levels of trust, overall quality and perceived country of origin. These results come as the 2006 International Consumer Electronics Show opens its doors today in Las Vegas. Event producer Consumer Electronics Association (CEA) just announced its latest industry growth projections at the event, including a prediction that factory sales of consumer electronics will reach $135.4 billion in 2006, up 8%.

International consumer electronics companies
Other studies by CEA indicate these sales will grow to $158.4 billion by 2008, a rise of 65% since the year 2000. Clearly, the potential and outlook for consumer electronics companies is very positive. When asked to associate values with a particular brand, BrandBarometer respondents perceive: Sony as 'luxurious'; Nokia as 'innovative', 'friendly' and 'engaging'; Apple as the most 'individualistic' and 'exclusive;' and Microsoft as 'powerful' and the most 'American' brand. Sony also scores well in other areas - respondents see the brand as being 'international', 'trustworthy' and a 'luxury' brand.

Sony most popular consumer electronics brand
Nokia scores highly for being 'customer-focused', for 'listening' to its customers, and for being the most 'responsive' and 'empathetic.' Sony and Nokia are also seen as the two most reliable brands out of the 15 surveyed. However, the BrandBarometer did find some dark clouds on the horizon for other consumer electronics brands. Sanyo appears to have a serious image problem and is regarded as the most 'stagnant', 'insignificant' and 'weak' of all of the brands in the study.

Worldwide consumer electronics brands
According to the survey, the power of consumer electronics brands appears to be wavering in Western markets where branding is most sophisticated. When asked how important a brand name is when buying such products, consumers in such countries as the UK, Germany and Denmark rank brand names as less important compared to others in emerging countries. For instance, consumers in Mexico, China and Brazil rate brand names as (very) important.

Allyson Stewart-Allen/GMI - BrandBarometer
"We know from our previous BrandBarometer studies and the behavior of various markets that brands take on significant symbolism in emerging economies as they represent aspirational purchases - a communication of status and more upmarket lifestyle," explained Stewart-Allen. "Some of the most recognisable brands in the world relate to consumer electronics," Stewart-Allen added. "There is a huge opportunity here for consumer electronics brands to localize their brand marketing for the greatest impact at a regional level in countries like Mexico, Brazil, India and Russia, while being consistent in how the brand is experienced and communicated worldwide."

Marketing and advertising budgets for consumer electronics
Large consumer electronics companies clearly dedicate generous marketing and advertising budgets to achieve these. For example, between 2004 and 2005, Microsoft, Sony, Apple and Panasonic each spent between $60 million and $260 million on U.S. media/advertising.
"The appeal of some runaway brand leaders, such as Nokia, is based on consistently managing the experience of the brand," Stewart Allen said. "What is striking about this BrandBarometer is that some of the world's best-known names are adrift and losing appeal, despite their heavy investments in marketing."

About Allyson Stewart-Allen
Allyson Stewart-Allen is recognised as the world's leading authority on trans-Atlantic business, international marketing and working across business cultures. As founder of International Marketing Partners, Stewart-Allen advises a number of national government agencies and Fortune 100 companies.

About GMI
GMI (Global Market Insite, Inc.) is the only company that provides comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. More information is available at the CMI website.

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