A new study conducted by Forrester suggests that Microsoft has evolved to become the most trusted consumer brand across generations.
Forrester’s “TRUE brand compass research,” which is based on ‘TRUE’ brand resonance, measures the truth about various brands along four major axes: trusted, remarkable, unmistakable, and essential.
In the survey conducted among 4,551 U.S. adults, people were asked to tell the truth about tech brands. Surprisingly, Microsoft emerged as the most trusted and essential tech brand among the people to become a true trailblazer.
The research report insisted on the fact that Microsoft was “at the forefront of brand building with a unique and distinct brand identity that sets it apart from other brands.”
The software giant, in fact, was the only company to have achieved the highest “trailblazer” status in Forrester’s TRUE rankings followed by Apple, Sony and Samsung.
Although the iPhone maker had the highest overall “unmistakable,” and, “remarkable,” rank, it was not considered as essential as Microsoft by the consumers.
Tracy Stokes from Forrester wrote “While Apple and Samsung battle it out to reign supreme with the coveted millennial generation, Microsoft has quietly stolen the consumer technology crown by becoming more trusted and essential across multiple generations.”
”The very ubiquity that perhaps renders it uncool turns out to also be its strength.”
Another piece of research conducted by the UTA Brand Studio offered similar results last week with Microsoft surpassing Apple for brand strength.
