Samsung Overtakes Apple in US Brand Awareness
Published on: 17th Dec 2011
Note -- this news article is more than a year old.
Samsung's recent advertising campaign in the USA which gently mocked Apple fanatics seems to be working for the company in terms of brand awareness.
According to analysis by YouGov BrandIndex, Samsung has now edged past the iPhone in consumer perception in the US (adults 18+).
Another Samsung ad brings up the biggest public sore point about the iPhone -- its short battery longevity. The two adverts appear to be affecting the iPhone's consumer perception, sending it into decline around the time the first ad appeared and continuing now. At the same time, Samsung's perception has crept up gradually and just surpassed iPhone last week.
The downward and upward perception movement of the iPhone and Samsung respectively is however driven mostly by adults aged 50 and over -- which suggests that Apple is still holding onto its core adult market.
Samsung and iPhone were measured with YouGov BrandIndex's Buzz score, which is determined from asking respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
The iPhone's buzz score began sinking around November 28, with a buzz score of 33 - the current score is 25. Samsung, whose buzz score was 19 compared to the iPhone's 29 on October 3rd, is now at 26.