Microsoft ain’t too popular
A survey of branding professionals from around the world, conducted by Interbrand, found that Microsoft was the brand most in need of improvement.
The 2008 Brandjunkie Survey asked a number of questions about people’s brand perceptions and tastes, and found some quirky things.
Between February 24 and March 9, nearly 2000 people, mostly marketing professionals, in 107 countries filled out the ten-question survey posted on the brandchannel website.
The results of the survey are interesting, and sometimes unexpected. Perhaps most interesting was the negative evaluation branding professionals gave to Microsoft.
Microsoft was voted both the brand that people would most like to argue with, and the brand most in need of rebranding.
Most of the brands mentioned are American, which makes sense considering that 51 of the world’s top 100 brands according to BusinessWeek are American.
Five of the top 100 brands are Swiss, one is Swedish, one is Spanish, three are South Korean, two are Dutch, eight are Japanese, four are Italian, eight are German, eight are French, one is Finnish, five are British, and one is from Bermuda.
These are the highlights:
What brand would you most like to sit next to at a dinner party? Why?
Apple, Virgin, Google, Coca-Cola, Nike.
What brand, if sent back 100 years, would have the biggest impact on the course of history? How?
Apple, Microsoft, Google, Coca-Cola, Ford
What brand that no longer exists would you resurrect? Why?
None, Pan Am, Atari, TWA, Cingular
Which brand do you want to argue with? Why?
Microsoft, Apple, none, Coca-Cola, McDonald’s
Which brand inspires you the most?
Apple, Nike, Coca-Cola, Google, Starbucks
If you were to describe yourself as being a brand, what brand would you be? Why?
Apple, Nike, Coca-Cola, Virgin, BMW
If you could rebrand any brand, what brand would it be?
Microsoft, the United States of America, Ford, Coca-Cola, Pepsi
What brand can you not live without? Why?
Apple, none, Coca-Cola, Google, Starbucks
What brand is most likely to revolutionize the branding industry in the next five years? Why?
Apple, Google, doesn’t exist yet, facebook, Nike
What brand do you think is truly (going) “green”? Why?
None, Toyota, BP, the Body Shop, Honda
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