updated 10:20 am EDT, Wed August 1, 2007
Apple appeal overseas
Apple's brand appeal has increased 17.7 percent in the eyes of overseas customers, according to a new study of top global brands. The research -- which looked at a mix of 33 U.S. brands between November of 2006 and January of 2007 baesd on a total of 30,000 interviews with consumers at least 13 years old -- revealed that U.S. brands are losing traction with foreign customers overall, but that companies like Apple and Google are thwarting the downward trend, according to CNNMoney.com. "Today it's more difficult to get people to like your brand because consumers in developing and emerging markets have become much more discerning," said Jennifer James, a consultant with Gfk Roper Consulting.
"Last year there was still heightened enthusiasm for American brands and also for European and other international brands. That's starting to wane." Google managed to increase its brand popularity with overseas customers by allowing users to customize their experience, while Apple's popularity gain likely ensued as a result of the company's string of popular product releases.