mobile brands

Men Boost Motorola Over Apple In Brand Loyalty

Posted by Stephanie Startz on November 25, 2009 06:41 PM

Motorola knows what boys like, Motorola knows what guys want. Motorola’s milkshake brings all the boys to the yard. And they’re like, “You’re better than Apple. Yeah, you’re better than Apple.”

Thanks to the release of the Droid smartphone, Motorola has surged past Apple in brand loyalty polling among men ages 18–34.

Recently released tracking data from YouGov’s BrandIndex shows Apple dropping from a high of 48.1 to 22 in the month of November. Motorola, during the same timeframe, has remained relatively stable with a BrandIndex score fluctuating between 32.3 and 29.3. Blackberry continues to sink with a score below 10.

YouGov’s BrandIndex scale ranges from negative -100 to positive 100, and are drawn from interviews conducted daily with 5,000 people in the US, with a margin of error of +/- 2 percent.

The Droid has also been a boon to Verizon’s brand perception, skyrocketing past AT&T earlier this month in a similar YouGov BrandIndex.

Verizon’s hyper-masculine ads in support of the Droid have obviously engendered support amongst men to the brands. The ads robots, boxers and Mad Max-style industrial wasteland contribute to Motorola’s and Verizon’s triumph in the branding thunderdome.


Abe Sauer United States says:

The only thing these results tell me is that the term "brand loyalty" is in dire straits. Indeed, if the Motorola Droid is the driving force behind an increase in interest/perception in/of Motorola's brand, and the Droid just came out a couple weeks ago, how can this have caused anyone to be "loyal" to anything? Unless of course our marketplace and consumers are even more fragmented and fickle than we've been told and a month spent with any brand now constitutes a long-term, meaningful brand championship. If so, God hep us all.  

November 25, 2009 02:47 PM #

Roger Stone United Kingdom says:

Totally agree with Abe Sauer.  This survey tells us about purchasing intentions, not brand loyalty.

November 27, 2009 07:58 AM #

Comments are closed

elsewhere on brandchannel

1 2 3 4 5 6 7 8 9
brandcameo2014 Product Placement Awards
Apple loses its crown to a new #1
Coca-ColaIt's the Journey That Matters:
Coca-Cola Opens Up With Story-Based Web Refresh
debateJoin the Debate
Is product placement a waste of money?
Arthur Chinski and Joshua Mizrahi
Model Behavior? Brands Beware
U.S. Legal Changes Impact Use of Brand Ambassadors
paperCorporate Citizenship in Canada
Fresh thinking from Interbrand
Sheryl Connelly
Sheryl Connelly

Meet Ford's Resident Futurist
Highlighting the Present—and Future—of Branding in Latin America and Iberia