Apple Leaps Back

New Media Metrics have just released this years Leap Index which has the reputation of reporting on the most loved brands. They basically, in our words, survey over 380 brand names in the US asking which ones are ranked as 9/10. The online survey in May this year involved 4,250 adults aged 13-54.

The “Leveraging Emotional Attachment for Profit” (LEAP™) index provides an overview of the relative Emotional Attachment of US brands.

Apple products  have topped the index since its first introduction back in 2010 initially with the ubiquitous iPod then the iPhone but never the iPad which may have peaked at #5 last year.

Overall  Apple products have dropped back from (last year):

  • iPhone – 1 (1)
  • Apple – 5 (9)
  • iPad – 12 (5)
  • iPod – 13 (2)

Interesting to see that brand Apple though is moving up the charts.

On a quick count and, as ever using our technology definition (which includes in particular online retailers and service organisations eg Financial services and Insurance) we recognised 23 in the top 100.

The top 20 were (overall Leap ranking):

  1. iPhone(1)
  2. Apple (5)
  3. Google Search (6)
  4. Google (9)
  5. iPad (12)
  6. iPod (13)
  7. Microsoft Office Suite (15)
  8. Sony Play Station (17)
  9. Android (20)
  10. X-Box (22)
  11. Samsung Galaxy (24)
  12. E*trade (25)
  13. Microsoft Windows (29)
  14. Microsoft (30)
  15. Kindle Fire (36)
  16. Verizon Droid (46)
  17. Sony (52)
  18. Verizon Wireless (61)
  19. Samsung (65)
  20. AT&T (83)

We were surprised not to see either the Amazon or Facebook brands in the top 100.

We’ll leave you with our extract of their overall top 10. You can download the full 100 from their site on registration.

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