A new study from Forrester may surprise you: Microsoft — not Apple — is doing a better job of building its consumer brand.
A survey of 4,551 U.S. adults showed the most trusted and essential tech brand as Microsoft — Forrester called it a “surprise upset.” In fact, the Redmond software giant was the only company to achieve the highest “trailblazer” status in the study’s TRUE rankings, with Apple, Sony and Samsung following.The study found that although Apple had the highest overall rank for being “unmistakable,” and, “remarkable,” consumers do not consider the company to be as essential as Microsoft.
Forrester applauded Microsoft moving away from an individual product marketing approach this past summer when it announced its new "One Microsoft” company hierarchy. It also noted the Microsoft Store, which helps give “consumers a unified brand experience across all of its devices.”
Study shows Microsoft outpacing Apple in battle for tech consumer mindshare - GeekWire