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Ranking 2012: tablet computer brand equity

Through the 2012 EquiTrend survey it was found that Apple's iPad was the tablet PC with the most brand equity (see explanation below). Consumers rated the Samsung Galaxy tab second with a score of 58.14.

Ranking of tablet computer brands in the United States in 2012, by brand equity

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Source

Release date

April 2012

Region

United States

Survey time period

January 31, 2012 to February 20, 2012

Number of respondents

> 38,500

Age group

15 years and older

Special properties

U.S. conusmers

Method of interview

Online survey

Supplementary notes

The EquiTrend® study evaluates measures including; Equity, Consumer Connection, Commitment, Brand Behavior, Brand Advocacy, and Trust. The keystone to the program is Equity, which provides an understanding of a brand's overall strength and is determined by a calculation of Familiarity, Quality, and Purchase Consideration. This year's EquiTrend study was conducted online from January 31 through February 20, 2012 and analyzes the responses of over 38,500 consumers on key measures of brand health - including how well the public knows a brand, how positively they think of the brand and their consideration to do business with or donate to a brand. Each brand is rated 1,000 times among respondents who are familiar with the brand. Data were weighted to be representative of the entire U.S. population of consumers ages 15 and over on the basis of age sex, education, race/ethnicity, region, and income, and data from respondents ages 18 and over were also weighted for their propensity to be online.

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Statistics on "Tablets"

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