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Sony has topped the Harris Poll of best brands for the sixth year running. Coca Cola drops from two to four while Microsoft, which fell from the top ten last year, reappears at number nine. Meanwhile, analysis by Sports Marketing Surveys (SMS) says Wilson and Nike are the top sports brands at Wimbledon.
The online Harris poll asked 2,339 US adults: 'We would like you to think about brands or names of products and services you know. Considering everything, which three brands do you consider the best?' The three replies were then combined to provide the ratings. Survey responses were spontaneous and respondents were not asked to choose from a list of brand names.
Microsoft, which was number five in 2003, failed to make the top ten last year, but comes in joint ninth place this year. It shares the position with Hewlett Packard, which had been out of the top ten since 2001. Procter & Gamble fell from eighth to tenth place but no brands dropped from the top ten altogether.
Ford, Toyota, Honda and General Motors all sit in this year's top ten - the highest showing for auto companies since the survey began. Other brands that receive a significant number of mentions but don't quite make the top ten include Apple, Pepsi Cola, General Mills, Kellogg's, Maytag, Whirlpool, Kenmore, Nike and Chevrolet.
The findings differ from the Interbrand and Business Week survey (www.mrweb.com/drno/news4333.htm ), which was based on anticipated earnings for brands. This listed Sony falling to number 28, overtaken by rival Samsung at number 20.
In another new brands survey, Sports Marketing Surveys (SMS) has produced a league table of sports brands, based on their use by Wimbledon stars. The 21st Racket, Clothing and Footwear Census shows Wilson as a clear winner for rackets for the tenth year running, followed by Head and Babolat. For footwear and shirts, Nike comes out on top, easily beating the combined might of Adidas and Reebok.
The league table is based on brands worn by successful players: three points are awarded for singles winners, two for singles players who lost in the finals, and one for singles who lost in the semi-finals. The points are halved for players in doubles matches.
| Global Brands – Harris poll | |||||||||||
| 1995 | 1996 | 1997 | 1998 | 1999 | 2000 | 2001 | 2002 | 2003 | 2004 | 2005 | |
| Sony | 3 | 1 | 3 | 1 | 2 | 1 | 1 | 1 | 1 | 1 | 1 |
| Dell | * | * | * | * | * | 5 | * | 2 | 3 | 3 | 2 |
| Kraft | * | * | * | * | * | * | * | 4 | 2 | 4 | 3 |
| Coca-Cola | * | 8 | 7 | 7 | * | * | 6 | 5 | 7 | 2 | 4 |
| Ford | 2 | 3 | 1 | 3 | 1 | 4 | 2 | 3 | 6 | 6 | 5 |
| Toyota | * | =10 | * | 6 | =6 | =7 | 4 | * | * | 5 | 6 |
| Honda | * | * | * | * | * | * | * | 9 | * | 7 | =7 |
| General Electric | 1 | 2 | 5 | 2 | 4 | 3 | 3 | 6 | =10 | 9 | =7 |
| General Motors | 4 | 4 | 2 | 4 | 3 | 2 | 5 | 10 | 4 | 10 | 8 |
| Microsoft | * | * | * | =8 | 6 | * | 7 | * | 5 | * | =9 |
| Hewlett Packard | * | * | * | * | * | * | 9 | * | * | * | =9 |
| Procter & Gamble | * | * | * | * | * | * | * | * | 8 | 8 | 10 |
| * = not in top ten | |||||||||||
| Racket brand | Total points |
| Wilson | 34.50 |
| Head | 14.75 |
| Babolat | 11.00 |
| Dunlop | 5.75 |
| Prince | 5.75 |
| Yonex | 3.25 |
| Tecnifibre | 1.75 |
| Volkl | 1.75 |
| Tyger | 1.50 |
| Footwear brand | Total points |
| Nike | 32.25 |
| adidas | 16.50 |
| Asics | 7.25 |
| Reebok | 6.50 |
| Lotto | 5.50 |
| Unidentifiable | 5.00 |
| Fila | 4.00 |
| Diadora | 2.00 |
| Wilson | 1.50 |
| None | 1.00 |
| Dress / shirt brand | Total points |
| Nike | 35.25 |
| adidas | 9.25 |
| Reebok | 5.50 |
| Fila | 4.00 |
| Lotto | 3.75 |
| Wimbledon | 3.25 |
| Diadora | 3.00 |
| K-Swiss | 3.00 |
| Lacoste | 2.25 |
| Prince | 2.25 |
| Fred Perry | 2.00 |
All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.
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