Name another major technology brand that ranks higher than Apple on the brand scale? There are few, if any. A brand is a company’s reputation, and Apple, Inc. has ranked high for decades and for a very good reason. Apple satisfies customers.
So, what happened? Apple fell from 5th to 27th place in the latest Harris Poll Reputation Quotient.
First, reputation and brand value are different, but it’s clear that Apple has become more out-of-sight, out-of-mind in recent years as the company’s customer base has grown and the company itself is less outlier than it is mainstream.
A whole host of lesser brands top apple on the most recent Harris Poll for reputation.
What’s going on?
Apple is boring and the Harris Poll just makes it official. Apple is down the ranks toward the intersection of General Mills and Sony, just beyond Lowe’s and The Home Depot. See? What kind of company is that for a brand like Apple?
Harris does this poll every year and has since 1999, surveying a few dozen thousand adults in the early winter months to see what people think of visible corporate brands. Now, the timing of the poll may have something to do with Amazon being on top for the past five years. For what it’s worth– and, again, it says something about polling techniques and how it may mix with geography– Wegmans Food Markets, Tesla Motors, and Chick-fil-A followed Amazon on the list.
Not that long ago Apple came in #1– ahead of Amazon– in the Brand Intimacy Report so it isn’t as if people have forgotten the Apple Brand.
What has happened should be obvious to brand watchers and gets reflected in the occasional outlier poll. Apple is mainstream. Apple is boring. Apple hit a grand slam home run with the iPhone but hasn’t been able to capture similar attention with any other product– not iPad, not Watch, not Apple TV, note even with AirPods, though all are successful in their own right and within Apple’s branded ecosystem.
Apple, the company that built the computer for the rest of us, is boring; middle-aged, and with a bit of a paunch, maybe in need of some exercise to get back into shape.