Ranking the top ten most recognized consumer electronic brands, UTA’s first-ever Brand Dependence Index revealed Samsung scored the highest when measuring Brand Dependence Intensity within the consumer electronics market, while Microsoft earned the top score when measuring Brand Dependence Impact.
“Our index evaluates brand-self connection and the degree to which thoughts and feelings about a brand come to mind automatically – requiring little effort,” said UTA Brand Studio founder and executive director Lawrence Vincent.
According to the announcement, the Brand Dependence Intensity score measures consumer dependence on a brand, representing “how much people are dependent on” it or “cannot live without it.” UTA’s index found Samsung and Microsoft both outranked Google and Apple in its Brand Dependence Intensity index.
A spokesperson for UTA clarified that Samsung and Microsoft’s Intensity scores have been rounded-up on the chart below. Numerically, Samsung’s mean score was slightly higher than Microsoft’s score at the decimal level, making it the leading brand.
For Brand Dependence Impact scores, a measurement relating to national levels of brand familiarity, Microsoft ranked highest.
UTA points out that Brand Dependence scores are impacted by household incomes. When surveying respondents with incomes levels greater than $50,000 per year, Apple’s Brand Dependence score goes up. “It tells us that more than anything, Apple is a very aspirational luxury brand, akin to Mercedes,” said Vincent.
The release goes on to cite that Apple scores were the “most polarized” of any brand, with respondents either loving or hating Apple more than any of the other brands included in the index.
The announcement claims new categories of brands will be added to the Brand Dependence Index going forward, and that UTA has plans to publish its report with a “major media partner.”