Although not everyone uses Apple’s (NASDAQ:AAPL) products, it’s safe to say that almost everyone is familiar with the California-based company’s iconic logo and its trendsetting iPhone and iPad. Last year, Apple’s brand was identified by Forbes as the world’s most valuable. Similarly, Interbrand ranked Apple at the top of its 2013 list of “Best Global Brands.”
Although Apple is currently topping many market research companies’ lists of best consumer brands, there are several indications that the power of Samsung’s (SSNLF.PK) brand is gaining on Apple. Haydn Shaughnessy at Forbes cited several recent studies that suggest Samsung may soon give Apple a run for its money.
One of the cited studies is a new “Brand Dependence” index from branding agency UTA Brand Studio. This new index uses a variety of nontraditional marketing metrics to measure the strength of a consumer brand, including categories called “Intensity” and “Impact.” According to the Brand Dependence index, “Microsoft (NASDAQ:MSFT) and Samsung topped the list of technology brands that consumers say they can’t live without and relate more to themselves.”
Samsung achieved the highest Intensity score, while Microsoft had the highest Impact score. According to UTA Brand Studio, Intensity measures how much people “cannot live without” a brand and Impact measures brand familiarity and consumers’ connection to the brand. Overall, Apple ranked fifth in the Brand Dependence index, scoring one point below Google (NASDAQ:GOOG) and Sony (NYSE:SNE).