Did Apple verdict damage Samsung’s image? Poll says no

September 11, 2012
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The US trial over patent infringement between Apple and Samsung was big news. Whether you feel Samsung deserved to lose or not, there’s little doubt that the verdict had a big impact. However, any concerns that the long term perception of Samsung’s brand might be damaged can probably be swept aside according to a new poll from YouGov.

The charts below are based on YouGov BrandIndex’s Buzz score which is measured by asking consumers the following:

“If you’ve heard anything about the brand in the last two weeks, through advertising, news or by word of mouth, was it positive or negative?”

The first chart here shows people who consider themselves “early tech adopters” and the second chart covers the 18-34 age group.

You can see a major dip for Samsung when the trial verdict was announced, but it seems to have recovered quickly and surpassed Apple. This could have something to do with the Samsung Unpacked event at IFA in Berlin and a string of new device announcements. If that’s the case then we can expect Apple’s Buzz rating to soar tomorrow when the company is expected to announce the new iPhone.

 

It could also have to do with the negative perception of Apple as a trigger-happy patent litigator looking to use any means possible to beat the opposition. The company is so ridiculously successful now and we know that everyone wants to root for the underdog. The question is whether any Apple fans were turned off the company by the patent wars, or are the complaints just coming from people who were never going to buy the new iPhone anyway? We’ll find out in the next few weeks.

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