All the latest UK technology news, reviews and analysis


Amazon pips Apple to most reputable brand crown

13 Feb 2013
amazon-box

Amazon and Apple have earned top marks from consumers in a recent Harris Interactive poll on corporate reputation.

According to Harris, the Apple and Amazon are regarded as the most trustworthy brands, thanks to strategies to build out an intimate relationship with consumers.

This year, the companies added to a technology business landscape that continues to garner support from increasingly savvy customers.

"Our results show that Amazon has managed to build an intimate relationship with the public without being perceived as intrusive," executive vice president of reputation management at Harris Interactive Robert Fronk.

"And as the company that is so widely known for its personal recommendations, more than nine in 10 members of the public would recommend Amazon to friends and family."

Amazon jumped seven spots for this year's survey. The e-commerce giant beat out Apple this year to take the number one spot on Harris's poll.

Harris's poll ranks out corporate reputation based on consumer ratings on corporate social responsibly, emotional appeal, financial performance, products/services, vision/leadership, and workplace environment.

Out of those categories, Amazon received top honours for emotional appeal and products/services. While Apple took scored highest in the vision/leadership and financial performance categories.

Both firms beat out well known corporations like the Walt Disney Company, Johnson & Johnson, and Whole Foods.

"Companies need to evaluate and understand the increasing importance that playing a valuable social role has on reputation, purchase consideration, advocacy and positive word of mouth," wrote Harris in a statement.

"This is about a business having a purpose, not just checking the box on social responsibility or sustainability."

According to the study, 79 percent of consumers have a positive feeling towards the technology sector, up from 75 percent in 2011. 

"Companies that begin in the technology sector, which is by far and away the highest-rated industry when it comes to reputation, absorb the reputation equity from the industry, and then transcend the industry to become a more multi-faceted business," continued Harris.

Reports come from a consumer base that is slowly becoming more adept at seeking out information about a company. About 56 percent of consumers surveyed said they actively seek out information on companies they are interested in.

That figure represents a slight increase from last year when only 50 percent of consumers said they seek out info on companies.

  • Comment  
  • Tweet  
  • Google plus  
  • Facebook  
  • LinkedIn  
  • Stumble Upon  
James Dohnert
About

James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club, CachedTech.com, and Shonen Jump magazine. He studied Journalism at Weber State University.

More on Management
What do you think?
blog comments powered by Disqus
Poll

BYOD vs CYOD vs BYOC poll

Which approach is your firm taking to managing employees' mobile devices?
21%
13%
4%
21%
30%
11%

Popular Threads

Powered by Disqus
Sony Xperia Z2 Tablet powered by Android KitKat 4.4

Sony Xperia Z2 Tablet video

We take a look at the lightweight, waterproof tablet

Updating your subscription status Loading
Newsletters

Get the latest news (daily or weekly) direct to your inbox with V3 newsletters.

newsletter sign-up button
hpv33

Data protection: the key challenges

Deduplication is a foundational technology for efficient backup and recovery

rdc2

iPad makes its mark in the enterprise

The iPad can become a supercharged unified communications endpoint, allowing users to enhance their productivity

Software Development Engineer

Develop: Customise: Configure. Maximise your technical...

ASP .NET Web Developers (C#)

.Net / C# / ASP . NET / MVC / SQL We are looking...

Senior Web Designer

Bit Zesty are a digital design and development agency...

ICT Data Analyst (Contract) – Waste Management

We are currently seeking a Data Analyst to join the busy...
To send to more than one email address, simply separate each address with a comma.