The best [perceived] corporate brand in the USA is Japan's Sony -- topping the Harris Interactive poll for the fifth year in succession.
The result is based on consumers' answer to this question: "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?"
The answers were unprompted: respondents were not read or shown a list of names. All three replies were then combined to establish the final order of preference …
3. Dell Computer
4. Kraft Foods
8. Procter & Gamble
9. General Electric
10. General Motors
Out of the top ten go Microsoft, Kellogg and Pepsi Cola, all of which featured in 2003.
In an overview of the survey, Harris noted that electronics, consumer and packaged goods brands were elbowed out of this year's top ten by automotive brands -- the sector's best showing since the poll began in 1995.
The survey was conducted online between June 10-16 2004, among a nationwide cross section of 2,136 US adults aged 18 and over.
Figures for age, sex, race, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.
Data sourced from: Harris Interactive; additional content by WARC staff