Google and Apple topped the latest poll from brandchannnel for the brand with the most impact, in 2005. Surprisingly, Skype, the VoIP company recently bought by eBay, came in at third place, ahead of Starbucks and Ikea.
In Europe Nokia topped the poll, with Ikea in second place and Skype third.
Sony was top in the Asia/Pacific region.
What, perhaps, is most telling about the brandchannel survey is the name of companies missing from the charts.
Last year, Virgin was ranked as the second top brand with impact in Europe. And brandchannel said at the time: “Richard Branson continues to delight or disgust depending on one’s perspective, but we suspect the voters for Virgin in this ranking are definitely fans. Sir Richard’s tremendous talent for making us feel like winners just for choosing Virgin cannot be underestimated.”
Yet a year on, and there’s no sign of the name.
Two years ago, eBay went from nowhere to number three worldwide, and yet in 2005, its only representation in the charts came in the form of its VoIP subsidiary.
Other brands who have done well in recent years but are now missing, include, Mini, Al Jazeera, H&M (third in Europe in 2004,) and that once mighty brand that left others gasping for breath in its wake, Coca-Cola.
Apple and Google, however, have been topping the chart for some time, often swapping first and second place from one year to the next.
Brandchannel.com presents Readers’ Choice Awards annually to the brands that had the most impact (negative or positive) on our lives. 2,528 people from 99 countries voted in the 2005 Readers’ Choice survey, which was conducted from November through December 2005.
Voters are allowed to choose up to five brands per region and complete the demographics section once. No single section is mandatory and rankings are compiled purely on the basis of readers’ choices.
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