Sony Voted Best Brand by U.S. Consumers for Fifth Consecutive Year

U.S. consumers have once again chosen Sony as the top brand, according to a Harris Interactive poll. This marks Sony's fifth consecutive year at the top, with a total of seven top slots in the past 10 years. The survey of 2,136 adults, conducted online in June, also ranked Coca-Cola second, Dell third, and Kraft Foods fourth. Toyota Motor Corp. climbed the rankings, placing fifth after being absent from the list in 2003.

Key Takeaways:

• Sony has been voted the best brand by U.S. consumers for the fifth consecutive year, with a total of seven top slots in the last 10 years.
• The survey of 2,136 adults placed Coca-Cola in second position, Dell in third, and Kraft Foods in fourth.
• Toyota Motor Corp. moved up to fifth place, after not being on the list in 2003, and was viewed as the best global automaker.
• U.S. consumers ranked Ford Motor Co. sixth, followed by Honda Motor Co. in seventh place, and General Motors Corp. in last place at tenth.
• Procter & Gamble Co. retained eighth place, while General Electric Co. remained ninth.
• Microsoft Corp., Kellogg Co., and Pepsi Cola Co. dropped off the list this year.
• The survey was conducted online in June, with 2,136 adults participating.
• Toyota's inclusion in the top five is a notable rise, as it was absent from the list in 2003.

Statistics:

• 2,136 adults participated in the online survey.
• The survey was conducted in June.
• Sony has been ranked as the best brand by U.S. consumers for five consecutive years.
• 7 out of 10 years, Sony has held the top spot in the Harris poll.
• 635 adults chose Sony as the best brand in the recent survey.
• Ford Motor Co. received 25% fewer votes than Toyota Motor Corp.
• 45% of participants considered Toyota the best global automaker.
• 27% of respondents selected General Motors Corp. as the worst auto brand.

Sources:

• Harris Interactive poll
• Kyodo News International, July 9, 2004
• Knight Ridder/Tribune Business News