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Samsung Score is Strong as Apple’s Atrophies

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Tue, 02/10/2012 - 22:11
Ted Marzilli
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What patent infringement lawsuit?

Samsung’s US consumer perception with adults 18+ has surged to rival competitor promoting the Galaxy S III and Apple’s misfortunes with its new Maps app.

According to YouGov BrandIndex, the only daily consumer perception research service of brands, Samsung bounced back to its highest perception point in five years this past weekend after taking a dive in the aftermath of losing a widely-publicized patent infringement lawsuit near the end of August.

Even Apple CEO Tim Cook’s public apology for the Maps app has not halted the company’s consumer perception slide, which has been happening since last Thursday and has brought its consumer perception score close to Samsung’s rising levels.

Samsung and Apple were measured with BrandIndex’s Buzz score, determined from asking 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?" BrandIndex scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

Samsung’s current buzz score is 30, after hitting 35 the day before, its highest score in five years. Apple is at 33 after slipping from its 44 score on Thursday, marking a three point gap between it and Samsung.

To put Samsung’s bounce back in perspective: on August 15th, the company had a buzz score of 32. After the lawsuit verdict was announced on August 24th, the score was down to three a week later. Since then, Samsung went right back up to a 26 score on September 11th, shortly before the Apple press conference announcing the iPhone 5. It has climbed nine more points since then, reaching its five-year-high.

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