Samsung is rebounding from its Galaxy Note 7 crisis in some key perception metrics, even passing Apple on the way back up, according to YouGov BrandIndex, the only daily brand consumer perception research service.
The Galaxy Note problem sent Samsung’s metrics plunging from early September right through the first week of November before beginning its recovery. Samsung is still well below the same perception levels they enjoyed pre-crisis, but continues moving in a positive direction.
Of particular relief to Samsung shareholders: 39% of consumers would consider buying Samsung the next time they want to buy an electronic device, up from 32% in early November when all of the company’s metrics hit bottom. Pre-crisis levels for Samsung were around 42%.
The one metric where Samsung still lags behind Apple: Buzz, a general perception measurement which asks respondents "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?" Samsung led Apple in this metric since the fall of 2015, then took a commanding lead in early 2016 onward, possibly due to the perception that Apple was not innovating quickly enough. Now their positions are reversed, even with Apple’s lower Buzz levels.
The other three metrics on which YouGov BrandIndex measured the two brands: Impression ("Do you have a general positive or negative feeling about the brand?"), Satisfaction ("Are you a satisfied customer?") and Purchase Consideration ("When you are in the market next to purchase mobile phones, from which of the following brands would you consider purchasing?”).