Top among Non-U.S. Brands
Samsung Electronics came in seventh in brand impact ratings in a survey of US consumers. In particular, the company recorded the highest trust level among computer and software brands in terms of privacy protection.
According to industrial sources on September 17, Samsung Electronics ranked 7th in the "Brand Relevance Index (BRI)" of 2018 recently compiled and announced by Prophet, a brand consulting company based in San Francisco. Its ranking rose by three notches from tenth place of last year and the highest among non-U.S. brands. In this survey, Samsung Electronics made the "top ten" for four consecutive years.
In particular, Samsung Electronics received the highest score among computer and software brands in privacy protection and reliability assessment. "Information security was a top priority among consumers in recent years," Prophet said in the report. "The survey found that Samsung was the most trusted brand among consumers in the computer and software sector."
"Samsung which has been recognized as a brand that is loved by consumers through continuous innovation is the best case to realize a connected home,” the report said.
The survey is based on the results of a brand relevance survey of 12,694 consumers about 299 brands in 37 industries in the US in four criteria –- affinity for brands, utilization in real life, creativity, and innovation. Prophet generally took into account products’ strengths and merits and consumers’ dependence on products among others.
Apple which took first place in this year's evaluation has remained number one for four consecutive years since the survey was first conducted in 2015. Amazon, Pinterest, Netflix, Android, Google, KitchenAid, Spotify and Nike rounded out top 10. Among Asian companies, Japan’s Sony nabbed 21st place and Toyota and Honda which are also Japanese companies, ranked 29th and 31st respectively.