The Apple brand in the US is proving bigger than Steve Jobs himself. Steve Jobs resignation as Apple’s CEO sent the company’s consumer perception into even more positive territory.
As expected, the announcement caught the attention of US consumers. Apples Attention score jumped from 44% on the day prior to the announcement to 61% on the day after the announcement.
But rather than drive brand perception scores down as one might expect, YouGov BrandIndex’s Index score, its key measurement of brand health, rose several points for Apple since Jobs made his announcement on August 24th. The Index score encompasses adult 18+ consumer perception of such measurements as quality, value, reputation, satisfaction, impression, and the willingness to recommend the brand to friends. Apple’s Buzz score also improved modestly after the announcement, indicating that more US consumers seemed to react positively to the news than negative.
YouGov BrandIndex measurement scores range from 100 to -100 and are compiled by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.
