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Sony Leads, Sanyo Lags in International Consumer Electronics Brand Survey

Strategic Insights

— 1 min read

A recent survey measuring the health of popular consumer electronics brands found that Sony is the most popular brand across all ages, genders, and income levels, while Sanyo is the least popular. Conducted by the Stewart-Allen/GMI BrandBarometer, the survey polled 17,502 consumers in 18 countries about 15 leading international consumer electronics brands. The results come as the 2006 International Consumer Electronics Show opens in Las Vegas, with industry growth projections predicting a rise of 8% in factory sales to $135.4 billion in 2006.

Key Takeaways:

  • Sony is perceived as the most luxurious, trustworthy, and international brand, with strong scores in overall quality and perceived country of origin.
  • Nokia is seen as innovative, friendly, engaging, customer-focused, and responsive, with high ratings for listening to customers and being the most empathetic brand.
  • Apple is regarded as the most individualistic and exclusive brand, with a strong presence in Western markets.
  • Sanyo has a severe image problem, being seen as stagnant, dull, insignificant, and weak, and is regarded as the most problematic brand across all demographics.
  • The power of consumer electronics brands appears to be waning in Western markets, where branding is most sophisticated, with consumers ranking brand names as less important compared to emerging countries.
  • Large consumer electronics companies invest heavily in marketing and advertising, with Microsoft, Sony, Apple, and Panasonic each spending between $60 million and $260 million on U.S. media/advertising between 2004 and 2005.

Statistics:

  • 17,502 consumers worldwide were surveyed for the Stewart-Allen/GMI BrandBarometer.
  • The survey was conducted in 18 countries across all ages, genders, and income levels.
  • Sony, Nokia, and Apple scored high in perceived brand values, with rating scores ranging from 20-50% higher than other brands.
  • Sanyo scored lowest in perceived brand values, with rating scores ranging from 20-40% lower than other brands.
  • Factory sales of consumer electronics are predicted to rise by 8% in 2006 to $135.4 billion.

Sources:

  • Stewart-Allen/GMI BrandBarometer (www.brandbarometer.com)
  • Global Market Insite (GMI) press release
  • Consumer Electronics Association (CEA)
  • Allyson Stewart-Allen profile: International Marketing Partners (www.intermarketingonline.com)
  • GMI profile: Global Market Insite, Inc. (www.gmi-mr.com)

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