From Forrester Research’s 2005 Technology Brand Scorecard:
“In a reversal of the 2003 brand scorecard results, the past two years saw most device manufacturers’ brand trust fall; only Apple and TiVo saw their brand trust rise. While brand trust dropped overall, there is tremendous variation in brand trust and in brand potential. In Forrester’s brand scorecard analysis, Bose, Dell, Hewlett-Packard, Panasonic, and Sony earn highest marks, while Microsoft, Gateway, and LG Electronics rank lowest. The brand scorecards include profiles of each brand’s regular users and aspiring users, data that holds lessons for marketers seeking to reach new customers.”