Sony on Top in Annual 'Best Brands' Harris Poll for Seventh

Consecutive Year 
Next Three Places Taken by Dell (No. 2), Coca Cola (No. 3), and Toyota (No. 4) 
ROCHESTER, N.Y., July 12 /PRNewswire/ -- Sony tops the list in the annual
Harris Poll of "best brands" for an impressive seventh consecutive year. Dell
retains its No. 2 spot, while Coca-Cola, previously in the fourth position,
moves up to No. 3. 
These are some of the results of a nationwide Harris Poll of 2,351 U.S.
adults surveyed online by Harris Interactive(R) between June 7 and 13, 2006.
Survey responses were unaided and a list of brand names was not presented to
respondents. The results from this survey cannot be compared to results of the
Harris Interactive 2006 EquiTrend Brand Study results, as the methodologies
for the surveys differ (1). 
The other places on the top-10 list of best brands are taken by Ford (No.
5), Honda (No. 6), Hewlett Packard (No. 7), General Electric (No. 8), Kraft
Foods (No. 9) and Apple (No. 10). Two brands dropped out of this list this
year, General Motors and Microsoft. 
Other brands that receive a substantial number of mentions but not enough
to make the top-10 list include Chevrolet, Panasonic, Pepsi Cola, Nike and
Analysis by industry 
Half of the top-10 brands are for electronics products; three are for
automobile and two for consumer and packaged goods. 
Changes since last year 
Most of the brands in this year's top-10 list have not moved up or down
substantially. The most notable changes are Kraft Foods, falling from No. 3 to
No. 9 and General Motors which dropped from No. 8 to No. 17. 
                               TABLE 1 

                                 BEST BRANDS

"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?"
                         (All three replies combined)
    Base: All Adults
            1995  1996  1997 1998 1999 2000 2001 2002 2003 2004 2005 2006
    Sony       3    1    3    1    2    1    1    1    1    1    1    1
    Dell       *    *    *    *    *    5    *    2    3    3    2    2
    Coca-Cola  *    8    7    7    *    *    6    5    7    2    4    3
    Toyota     *    =10  *    6    =6   =7   4    *    *    5    6    4
    Ford       2    3    1    3    1    4    2    3    6    6    5    5
    Honda      *    *    *    *    *    *    *    9    *    7    =7   6
     Packard   *    *    *    *    *    *    9    *    *    *    =10  7
     Electric  4    4    2    4    3    2    5    10   4    10   8    8
     Foods     *    *    *    *    *    *    *    4    2    4    3    9
    Apple      *    *    *    *    *    *    *    *    *    *    *    10

Note: These are spontaneous replies. Respondents are not read or shown a
list of brand names. 

    * Not in top 10.
                         General Motors and Microsoft
                                   TABLE 2
                   2001  2002  2003   2004   2005    2006
    Electronics*    5     3     4      3      5       5
    Automobiles     3     3     2      4      4       3
    Consumer &
     goods          2     3     4      3      2       2
    * Includes General Electric and Microsoft

This Harris Poll(R) was conducted online within the United States between
June 7 and 13, 2006 among 2,351 adults (aged 18 and over). Figures for age,
sex, race/ethnicity, 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. 
All surveys are subject to several sources of error. These include:
sampling error (because only a sample of a population is interviewed);
measurement error due to question wording and/or question order, deliberately
or unintentionally inaccurate responses, nonresponse (including refusals),
interviewer effects (when live interviewers are used) and weighting. 
With one exception (sampling error) the magnitude of the errors that
result cannot be estimated. There is, therefore, no way to calculate a finite
"margin of error" for any survey and the use of these words should be avoided. 
With pure probability samples, with 100 percent response rates, it is
possible to calculate the probability that the sampling error (but not other
sources of error) is not greater than some number. With a pure probability
sample of 2,351 adults one could say with a ninety-five percent probability
that the overall results have a sampling error of +/- two percentage points.
However that does not take other sources of error into account. This online
survey is not based on a probability sample and therefore no theoretical
sampling error can be calculated. 
These statements conform to the principles of disclosure of the National
Council on Public Polls. 
(1) See the latest 2006 EquiTrend Brand Study data and methodology
information at 

    The Harris Poll(R) #55, July 12, 2006
    By Humphrey Taylor, chairman of The Harris Poll(R), Harris Interactive(R)
    About Harris Interactive

Harris Interactive is the 13th largest and fastest-growing market research
firm in the world. The company provides research-driven insights and strategic
advice to help its clients make more confident decisions which lead to
measurable and enduring improvements in performance. Harris Interactive is
widely known for The Harris Poll, one of the longest running, independent
opinion polls and for pioneering online market research methods. The company
has built what could conceivably be the world's largest panel of survey
respondents, the Harris Poll Online. Harris Interactive serves clients
worldwide through its United States, Europe and Asia offices, its wholly-owned
subsidiary Novatris in France and through a global network of independent
market research firms. The service bureau, HISB, provides its market research
industry clients with mixed-mode data collection, panel development services
as well as syndicated and tracking research consultation. More information
about Harris Interactive may be obtained at 
To become a member of the Harris Poll Online, visit 

     Press Contact:
     Jennifer Cummings
     Harris Interactive

SOURCE  Harris Interactive 
Jennifer Cummings, of Harris Interactive, +1-585-214-7720
-0- Jul/12/2006 14:22 GMT
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