Sony Tops the List in Annual "Best Brands" Survey Humphrey Taylor, chairman of The Harris Poll, in a recent release, reports Sony tops the list in the annual Harris Poll of "best
brands" for the fourth consecutive year. Kraft moves up from fourth to second place this year while Dell slips down from second to third place. General Motors jumps from tenth to fourth place and
Microsoft moves up to the fifth slot.
This year four of the top ten brands are from high-tech or electronics companies (including GE and Microsoft), compared to three last year and five in 2001.
This probably reflects the end of the anti-trust case against Microsoft, which achieved its highest place this year, after not making the top ten last year. Four of the top ten are consumer and
packaged goods brands (Kraft, Coca-Cola, Pepsi Cola and Kellogg's), as they were in 2002.
Analysis by Industry
| Industries Represented in the Top Ten | 2001 | 2002 | 2003 |
| Electronics* | 5 | 3 | 4 |
| Automobiles | 3 | 3 | 2 |
| Consumer & packaged goods | 2 | 3 | 4 |
*Including GE & Microsoft
BEST BRANDS
"We would like you to think about
brands or names of products and services you know. Considering everything, which three brands do you consider the best?"(All three replies combined)
| | '95 | '96 | '97 | '98 | '99 | '00 | '01 | '02 | '03
|
| Sony | 3 | 1 | 3 | 1 | 2 | 1 | 1 | 1 | 1 |
| Kraft | | | | | | | | 4 | 2 |
| Dell | | | | | | 5 | * | 2 | 3 |
| General Motors | 4 | 4 | 2 | 4 | 3 | 2 | 5 | 10 | 4 |
| Microsoft | * | * | * | 8 | 6 | * | 7 | * | 5 |
| Ford | 2 | 3 | 1 | 3 | 1 | 4 | 2 | 3 | 6 |
| Coca-Cola | * | 8 | 7 | 7 | * | * | 6 | 5 | 7 |
| Procter & Gamble | * | * | * | * | * | * | * | * | 8 |
| Kellogg's | * | * | 8 | 10 | 9 | 9 | * | * | 9 |
| General
Electric | 1 | 2 | 5 | 2 | 4 | 3 | 3 | 6 | 10 |
| Pepsi
Cola | * | * | 10 | * | * | * | * | 7 | 10 |
NOTE: These are
spontaneous replies. Respondents are not read or shown a list of names.
* Not in top ten.
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