Sony tops tech brand league

A survey of 17,500 worldwide consumers about 15 leading international consumer electronics brands has highlighted Sony as the most desired label.

The company scored highest in every age and gender category, according to a poll by Stewart-Allen/GMI's BrandBarometer.

In contrast, the report found that Sanyo is regarded as 'stagnant', 'dull', 'insignificant' and 'weak'.

Apple scored well with consumers, being seen as 'exclusive', 'mysterious' and 'ethical', while Nokia rated highest for being 'friendly', 'engaging' and 'customer focused'.

Unfortunately for Nokia barely one in four people associated it with Finland; over 20 per cent of respondents listed it as a Japanese company.

"The appeal of some runaway brand leaders such as Nokia is based on consistently managing the experience of the brand," said Allyson Stewart-Allen, a director at International Marketing Partners, which devised the survey.

"What is striking is that some of the world's best-known names are adrift and losing appeal despite heavy investments in marketing."

Microsoft scored highest in terms of brand recognition with 95 per cent, followed by Sony and Panasonic.

Hitachi's brand was the least recognised. Apple also rated poorly, which Stewart-Allen attributed to its being only a pictorial brand which does not include the company name.

Japan beat the US, Germany and UK as the most respected location for the headquarters of consumer electronics companies, while Malaysia, India and Mexico were voted the least credible locations.