Is Microsoft’s brand truly more powerful and well-respected than Apple’s brand?
According to a new report from Forrester shared this week during the 2014 Consumer Electronic Show, the Microsoft brand has trumped Apple’s.
Recently, Forrester conducted consumer Technographics research with U.S. online adults to uncover the drivers of a successful 21st century consumer technology brand.
“In a surprise upset, Microsoft trumped Apple and Samsung in the TRUE brand rankings,” Forrester announced. “In fact, Microsoft was the only brand in the survey to achieve the coveted trailblazer status – indicating that the Microsoft brand is ‘at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands.’”
While all three brands were seen as “innovative” by consumers, Microsoft set itself apart from its nearest rivals.
“While Apple and Samsung battle it out to reign supreme with the coveted Millennial generation, Microsoft has quietly stolen the consumer technology crown by becoming more trusted and essential across multiple generations,” the report reads. “The very ubiquity that perhaps renders it uncool turns out to also be its strength.”