Apple is Still King, but Android-based HTC Follows Closely Behind as Top Mobile Phone Brands

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According to the 2012 Harris Poll EquiTrend(R) study, SONY maintains its ranking as the top consumer electronics brand, followed by Samsung. Kindle rules the e-reader category.

As more and more companies adopt a “Bring Your Own Device” philosophy, the most successful technology brands are creating powerful mobile computing devices that span both work and play, reports the 2012 Harris Poll EquiTrend (EQ) study. EQ is a yearly study that measures the perceptions of 38,500+ American consumers about more than 1,500 lifestyle, product, and service brands.

Apple at the Top of the Technology Tree
Technology and telecommunication brand Apple has swept the computer, tablet computer, and mobile phone categories in the 2012 Harris Poll EquiTrend study.

Not far behind Apple in the computer category is Hewlett Packard. HP is followed by Dell, SONY and Lenovo, which complete the list of brands that rank above the category average

Samsung Galaxy, SONY Tablet, Motorola Xoom, and Lenovo ThinkPad follow Apple iPad in the tablet computer category.

Though Apple leads the clustered field of mobile phone manufacturers, HTC—a relatively unknown player five years ago—catapults to second in brand equity without doing any direct advertising and preferring a channel market strategy only. Apple and HTC are followed by Samsung, LG, Motorola, and Sharp.

SONY is the Consumer Electronics King
Among consumer electronics brands, iconic SONY remains top-ranked and leads the pack. Also in the consumer electronics space are brands such as Samsung, LG, Panasonic, Onkyo, Vizio, Toshiba, Pioneer, Sharp, and Philips.

Canon is the Digital Camera of Choice
For their inner photographers, American consumers prefer Canon, a 2012 Harris Poll EquiTrend Digital Camera Brand of the Year. Nikon and SONY take the second and third slots, with neck-and-neck equity scores. Kodak and Olympus also earn equity scores above category average.

The E-Reader Brand of the Year is Kindle    
Amazon Kindle is the highest ranked e-reader brand, according to the 2012 Harris Poll EquiTrend study. Barnes and Noble’s Nook lands in distant second.

HP Printers are Highest Ranked Imaging Brand
Hewlett Packard is the 2012 Harris Poll EquiTrend Printer Brand of the Year. It sits at the top of the list with a healthy lead over second ranked brand, Kodak. Following closely behind Kodak are Canon, Xerox, Epson, Brother, and Samsung.

About Harris Poll EquiTrend
Harris Poll EquiTrend® is a leading Brand Equity tracking study conducted by Harris Interactive that measures and compares brand health for more than 1,500 brands. The study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health - including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Harris Interactive has conducted its EquiTrend study regularly since 1989, and can offer yearly trended data from 2005. The Equity Score, a key take-away from EquiTrend, has been validated against financial performance by Georgetown University.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The Harris Poll EquiTrend® study results disclosed in this release may not be used for advertising, marketing or promotional purposes without the prior written consent of Harris Interactive.

Product and brand names are trademarks or registered trademarks of their respective owners.
For a complete listing of all the brands covered in the study, contact Dagney Cassella at 212-539-9600 or dcassella(at)harrisinteractive(dot)com.

About Harris Interactive

Harris Interactive is one of the world's leading custom and syndicated market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll® and for pioneering innovative research methodologies, Harris offers proprietary solutions in the areas of market and customer insight, corporate brand and reputation strategy, and marketing, advertising, public relations and communications research. Harris possesses expertise in a wide range of industries including health care, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Additionally, Harris has a portfolio of syndicated offerings that complement our custom solutions while maximizing our client’s research investment. Serving clients in more than 215 countries and territories through our North American and European offices and a network of global partners, Harris specializes in delivering research solutions that help us - and our clients - stay ahead of what's next. For more information, please visit

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