Apple is now the ninth-best brand in the US, climbing one place on its debut tenth-place spot last year.
The latest Harris Interactive poll (conducted online in the US between 5-11 June) surveyed 2,372 adults.
Respondents were asked to name the best brands. The company notes: "Survey responses were unaided and a list of brand names was not presented to respondents."
Apple shifted from its tenth place debut in 2006 up to number nine this year, one spot behind Microsoft and two behind Pepsi Cola. Honda took tenth place.
Coca Cola took top place for the first time, up from the number three spot last year. Sony, which had been in the top position for seven straight years, drops one spot to second place, while Toyota, previously in fourth position, moved to third place. Dell fell from number two to number four brand this year.
“Top of mind association with being ‘best’ is a good position for any brand,” said Robert Fronk, senior vice president, brand and strategy consulting, Harris Interactive.
“For a truly successful brand relationship though, the objective is not just awareness, but to foster the ongoing process and outcome of brand engagement, which requires more custom and sophisticated measures based upon the interaction of the brand and its desired audience.”