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Sony Tops the List in Inaugural 'Best Brands' Surveys
Oct 9, 2003
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Britons have picked Sony as their best brand. The electronics maker came in first in the inaugural HI Europe Poll conducted recently among 4,098 Britons (aged 15+). Heinz, Marks, and Spencer, Kellogg's, Tesco, Flora, Coca-Cola, Boots, Nestle, and Cadbury rounded out the top ten.

Americans also picked Sony as their nation's best brand in a poll conducted earlier this year by Harris Interactive, parent company of HI Europe. Only Kellogg's and Coca-Cola were able to join Sony on the British and U.S. top-ten lists.

According to Harris, the differences between these lists, rather than the similarities, suggest that there is no shortage of challenges facing brands that aspire to rank highly on both sides of the Atlantic:

  • Huge, global fast moving consumer goods brands such as Kraft, Procter & Gamble, and Pepsi-Cola made little to no impression on Britons despite ranking among America's ten best brands.
  • Great Britain's top-ten list included no automotive companies, while America's list included Ford and General Motors.
  • In Great Britain, nationwide retail brands were far stronger than in the U.S., and retail shops such as Marks and Spencer, Tesco, and Boots received high marks. Retail brands were altogether absent from America's top-ten list.
  • Cadbury and Nestle ranked among Great Britain's best brands but received nary a mention from Americans.

    Below is the list of the top ten brands by region:

    UNITED STATES
    1. Sony
    2. Kraft
    3. Dell
    4. General
    5. Microsoft
    6. Ford
    7. Coca-Cola
    8. Procter & Gamble
    9. Kellogg's
    10. General Electric
    10. Pepsi-Cola

    GREAT BRITAIN
    1. Sony
    2. Heinz
    3. Marks and Spencer
    4. Kellogg's
    5. Tesco
    6. Flora
    7. Coca-Cola
    8. Boots
    9. Nestle
    10. Cadbury

    Survey Methodologies
    The HI Europe survey was conducted online within Great Britain between July 29th and August 16th, 2003 among 4,098 Britons, aged 15 and older. The Harris PollĀ® was conducted online within the U.S. between June 16 and 22, 2003, among a nationwide cross section of 879 adults In both polls, figures for age, sex, race, education, income, and region were weighted where necessary to bring them into line with their actual proportions in the population. "Propensity score" weighting was also used to adjust for respondents' propensity to be online.
    response), question wording and question order, interviewer bias, weighting by demographic control data and screening (e.g., for likely voters). It is impossible to quantify the errors that may result from these factors. This online survey is not a probability sample.

    HI Europe (London) is a market research and consulting firm focusing on strategic business and consumer research, particularly in the IT and telecom industries. Harris Interactive is a worldwide market research and consulting firm located in Rochester, New York, U.S.

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