Apple is the No. 1 “leading edge” brand in Canada, according to a new Ipsos Reid poll, the results of which were published Tuesday. While Apple is the best-positioned company in terms of watching where tech is headed, homegrown smartphone competitor RIM didn’t even make the top 10.
The survey of more than 1,000 respondents conducted in November also found that Google is a strong contender for being perceived as current and relevant, since it placed second. Microsoft came in fourth, and non-tech firms occupied the majority of the remaining top 10 positions.
Ipsos notes that the “leading edge” quality has a big impact on the perception of overall brand influence, and one that serves companies well. According to Ipsos Reid President Steve Levy, “while being seen as leading edge is only one factor in brand influence it is definitely one of the most important, something that Apple has recognized and excelled at achieving.”
RIM’s absence is telling, but not unexpected. The company’s devices are no longer seen as cutting edge tech, and the brand’s image can’t be dealing with its fast-fading fortunes very well. RIM still has a huge customer base, but its significance in the important U.S. market is tanking, and doesn’t look likely to ever catch up to Android or iOS again.
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