Business issue: Together with our partner research agency we conducted a study comparing the top mobile phone brands to assess their true image. We measured how certain people were when answering the key attributes reffering to the category.
Comparison of two leading brands providing mobile services shows a slight advantage of Samsung over Apple. Obviously both of them achieved high scores in all tested areas. Definitely more people seem to perceive Samsung as a brand on it's way up and we can observe a slight advantage on statements 'for me' and 'I would recommend'.
Stronge attitudes were observed for Apple brand rather than for Samsung. People are emotionally convinced when they say: ‘for me’ and ‘I would recommend’ – these are strong attitudes. On the other hand 69% declare, but in fact, they don't believe that Apple is ‘on it’s way up’ – people seem to doubt in their own declarations.
Scores referring to Samsung brand were expressed with moderate level of emotional certainty – it looks like people are not that passionated about the brand. It's great advantage is freedom – in this area we can observe strong attitudes, while Apple supporters doubts in it.