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Microsoft tops lists of Business and Consumer Superbrands
With the publication of the latest Superbrands listings, Microsoft has emerged at the top of both business and consumer listing, replacing Google which has dropped to 5th and 3rd respectively. Given how technology has taken a firm grip on the lives of people in the western world, it is not surprising to see these two names among the most recognised brands in the world. Likewise the growth of Blackberry as a tool of choice in business circles has seen the brand rise to third position.
There are some notable anomalies. Some cause queries for us as readers while others are sure to give rise to some major questions in the offices of the brands concerned. Nokia, once a stalwart of the top 5 in these listings has been relegated to 19th position in the business category. But even worse, it is down at 59 in the consumer ranking. Whether that reflects its replacement in the “cool” stakes by iPhone or just that the mobile generation has moved on, it must certainly be a worry for the company. Perhaps that is now a true picture and the business ranking is simply a reflection of its legacy position and its ability to offer simple and effective but un-sexy products for business users.
Apple is just inside the top 10 in the consumer ranking, which is a surprise given the ubiquity of the iPod and iPhone. But what is also surprising is the fact that it’s as high as 18th in the business listing, the highest technology brand behind those already mentioned, implying that the brand as a whole is starting to get traction and pull through into the business world.
A final incongruity in the listings is with Virgin Atlantic and British Airways. While Virgin sits in 4th position in the business listings, it drops to 11th on the consumer ranking. Virgin has traditionally been a strong consumer brand but perhaps the business community has been won over by the Upper Class for business class pricing pitch. Just to complete the slightly strange picture, BA lies 4th in the consumer listing and yet is behind Virgin in 8th according to the business community. Any ideas?
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