Wednesday, April 05, 2006

Forrester releases study of the most trusted tech brands

Dell and HP make strong showing while Microsoft and Gateway have work to do

Forrester Research conducted a survey of the most trusted consumer technology brands. Forrester's Technology Brand Scorecard consisted of an evaluation of 22 of the best-known brands by 4,700 customers. Brands were ranked on consumer trust, brand usage, and future purchase intent. One overall finding of the survey is that trust in consumer technology companies has declined since 2003. The only two brands not to have a decline were TiVo and Apple. It wasn't all good news for Apple, though. The survey indicated consumers weren't making a connection between the Apple Computer brand and the iPod.

The brands receiving the highest ratings in the survey were Bose, Dell, Sony, Panasonic, and Hewlett-Packard. The lowest-rated companies were Toshiba, Hitachi, Microsoft, Gateway, and LG. Both Korean manufacturing brands Samsung and LG had low consumer trust. On the flip side, Bose is a brand to behold considering it has 10 million regular users and 17 million who want to use the brand.

Read more from the Forrester press release.


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