Microsoft topples Google in brand survey
Friday, 26 February 2010, 02:15 Hrs | 3 Comments
The TCBA selects an initial list of 1,200 brands, which is whittled down a shortlist of 500 by a panel of 25 experts. They are then voted on by more than 1,700 business professionals, choosing a rating between one and 10 for each brand, before the results are combined and a final ranking is assigned.
Handset manufacturer BlackBerry is the highest new entry in the top 10, up from 42nd place to third, while Sony and Virgin Atlantic have been voted into third and fourth place, respectively. Nokia, Bupa, BP and Michelin have all fallen from the top 10.
Insurance giant Aviva, which rebranded from Norwich Union last year, is the second highest-grower. Supported by its high-budget campaign featuring A-list celebrities such as Bruce Willis and Ringo Starr, Aviva climbed from 315th place to 144 in the rankings. "We are very proud of the speed with which the Aviva brand has become a major asset for our business," said Amanda Mackenzie, chief marketing officer at Aviva.
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