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Apple Comes 5th in USA Mobile Phone Brand Rankings

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As mobile networks engage in a very public ad campaign war, Verizon has been named the Mobile Networks Brand of the Year among consumers according to the 2011 Harris Poll EquiTrend study. In the Mobile Networks category, Verizon is highest ranked for the second year running over archrival AT&T.

Harris Interactive announced their Technology Brands of the Year in four other major categories: Mobile Phones (Motorola), Consumer Electronics (Sony), Computer Hardware (HP), and Gaming (Nintendo). Overall, awards are given in each of 46 different categories.

"Since the change in the portability of phone numbers, switching mobile phones and mobile networks is significantly easier," said Jeni Lee Chapman, Executive Vice President of Brand and Communications Consulting with Harris Interactive. "Verizon's strong brand equity can have a large impact when consumers have a choice."

­Motorola, buoyed by strong familiarity and a significant improvement over last year, led the Mobile Phones category, followed by HTC and Sony Ericsson. Nokia is fourth and Apple, ranked just above industry average, is fifth. Motorola offers both smart and feature phones, with the latter remaining a popular choice among consumers.

"Apple may have the market cornered on technology enthusiasts, but Motorola satisfies a much wider audience," said Ms. Chapman. "There is still a large audience of consumers that aren't interested in a smartphone running their life, and Apple doesn't have a product to meet that need."

Sony continues to be the market leader in Consumer Electronics, closely followed by Samsung, Panasonic and LG, who have all gained ground narrowing the gap in brand equity. In particular, Samsung and LG's emergence and maturation in the space is reflected in its increased brand equity. Legacy brand computer hardware brand HP ranked highest in the computer category. In the highly competitive gaming category, Nintendo ranked highest, followed by competitors Sony and Microsoft's Xbox.

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Tags: motorola  apple  sony ericsson  htc  nokia  verizon  USA