Apple’s iPhone is tipped to become Australia’s strongest mobile phone brand, according to a survey by Millward Brown.
The 2009 BrandZ brand equity survey, involving 400 Australian mobile phone users, revealed Apple’s device was perceived as having more “brand strengths” than competitors Nokia, Motorola, Sony Ericsson and BlackBerry. It was also shown to have the highest brand “voltage”, a key measure of a brand’s predicted growth, with the research company concluding Apple will increase its share of Australia’s mobile market in 2010. This is despite just 9% of respondents owning an iPhone.
Blackberry was also ranked high in terms of voltage and was more likely to grow its share, than lose it, the survey revealed.
However the iPhone was outperformed by Nokia in brand metrics including “bonding”, with the latter said to have a stronger relationship with its customers.
Daren Poole, managing director of Millward Brown Sydney, said: “After little more than 12 months in the Australian market, the iPhone has gained a strong brand position. Our research has confirmed it is now on par with Nokia in terms o popularity, even though only 9% of those surveyed actually owned an iPhone. This bodes well for iPhone when those consumers upgrade their handsets…The iPhone is well on its way to becoming Australia’s mobile phone brand of choice.”
