Samsung Galaxy recovers as the iPhone stumbles

Ted MarzilliCEO YouGov Direct
October 18, 2017, 4:15 PM GMT+0

The Samsung Galaxy’s general consumer impression levels recovered from last fall’s Note 7 recall crisis just as its new model was released — and just as the Apple’s iPhone’s reception turned chilly, according to YouGov BrandIndex.

The timing for Samsung could not be more fortuitous — Apple’s mid-September iPhone 8 release was met with seeming indifference and a scathing Consumer Reports review that recommended buying old Samsung phones instead.

With the Galaxy fully regaining its footing, and the iPhone’s consumer perception sliding steadily since September 9, they are nearly tied for the first time since March 2016. This was following a seven-month perception slide for Apple’s phone that began in September 2015, when the iPhone 7 was announced.

Samsung Galaxy appears to be one of the few brands which underwent a major crisis and recovered to its previous consumer perception levels within one year’s time. Often — as with Chipotle, General Motors, and Volkswagen — company perception levels could take years to even come close to fully recovering, often hitting a “ceiling” and plateauing.

Both Galaxy and iPhone were measured using YouGov BrandIndex’s Impression score, which asks respondents, “Overall, of which of the following brands do you have a positive or negative impression?”

Photo: Getty

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