Apple Inc. (AAPL) Slumps In Latest Consumer Superbrands Survey

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We’re used to seeing Apple Inc. (NASDAQ:AAPL) topping lists, whether related to its profitability or generally positive image. But a recent poll of the leading brands in Britain has produced some surprising results, and could be viewed as a bit of a kick in the teeth for the iPhone and iPad manufacturer.

In the latest Consumer Superbrands survey, which monitors the biggest brands in the UK on an annual basis, Apple Inc. (NASDAQ:AAPL) struggled to make the sort of impression associated with it, finishing in a rather disappointing 14th position. This represented something of a plummet from its heady position of 2nd in the 2013 list.

Toilet paper more popular than iPhones

Headline makers have particularly focused on the fact that Apple finished behind Andrex in the listing – a toilet paper manufacturer. Other comparable brands rated more highly in the survey than Apple Inc. (NASDAQ:AAPL) were Google Inc (NASDAQ:GOOG), Microsoft Corporation (NASDAQ:MSFT) and, Inc. (NASDAQ:AMZN), while other notable names ranked ahead of the consumer electronics manufacturer included Kellogg Company (NYSE:K), H.J. Heinz Company (NYSE:HNZ), the BBC and Gillette.

However, from an Apple Inc. (NASDAQ:AAPL) perspective it is perhaps notable that the most obvious competitor to the corporation, Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930), did not appear in the top twenty at all, indicating that Apple still has a much stronger brand identity than its smartphone producing rival. With the Galaxy S5 due to be unveiled today in Barcelona, this is an indication of what the Korean manufacturer has to do to catch up with the world’s premier smartphone manufacturer.

A spokesman for the listing stated that Apple has struggled to maintain its reputation for innovation and distinctive and original products over the last twelve months. This is reflected in the proclamation made by the corporation previously that it needs to look to move into and exploit new product ranges in the near future, and that plans are already being made to do just that.

Although this survey didn’t go as planned for Apple, the results were in stark contrast to the Interbrand Best Global Brands survey, which found that the iPhone manufacturer was the world’s top brand for 2013, ahead of Google Inc (NASDAQ:GOOG), The Coca-Cola Company (NYSE:KO), International Business Machines Corp. (NYSE:IBM) and Microsoft Corporation (NASDAQ:MSFT). The tech-related emphasis to this survey is in stark contrast to the Consumer Superbrands survey, which obviously indicates a very different demographic in the way that the surveys were conducted. It’s also interesting to me that Microsoft has scored so well in this survey when the Xbox One has bombed in the UK, and Windows 8 has been absolutely slaughtered critically and commercially.

Despite results, Apple retains UK prominence

Such anomalies come up in surveys almost inevitably, and Apple Inc. (NASDAQ:AAPL) probably won’t be overly concerned about the results. The iPhone in particular has been a massively successful release for Apple in Britain, The iPhone 5S was the most popular smartphone in the UK at Christmas 2013, and it is highly likely that the iPhone 6 will remain top of the three when it is released later in 2014.

Apple Inc. (NASDAQ:AAPL)’s star may have fallen slightly as this survey and recent share price fall indicates, but its competitors still have a lot to do to catch-up, in the West at least.

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