UTA Brand Studio by karaswisher

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									The Story of Attachment




Brand Dependence™
Selected technology brands ranked by Impact

 1                        2            3             4             5

     Microsoft                Google       Samsung        Sony          Apple
        +20                   +19           +18          +16            +15
 6                        7            8             9             10

             HP                LG           Dell         Toshiba       Motorola
         +14                  +14           +13           +11           +8


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The Story of Attachment




Brand Dependence™
Selected technology brands ranked by Intensity

 1                        2               3            4          5

     Samsung                  Microsoft       Google       Sony        Apple
         +21                   +21            +19          +18         +18
 6                        7               8            9          10

           Asus                  LG            HP          Dell        Toshiba
         +18                   +17            +16          +15         +15


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The Story of Attachment




Range of dependence scores
                                            AVERSION    ATTACHMENT


              Apple             -18                                         18                                    54

            Google                           -12                                 19                          51

                 Dell                 -16                              15                               46

          Microsoft                               -10                             21                         52

          Samsung                                 -10                             21                         52

                HTC              -17                              13                              44

            Kyocera              -17                              13                              43

               Sony                           -11                            18                         48

                Asus                          -11                            18                        46

                  HP                        -12                         16                         44

                  LG                           -11                          17                         45

            Toshiba                         -13                        15                         43

              Nokia               -16                        11                              38

        Blackberry        -23                           3                              30

           Motorola               -16                       10                              36




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The Story of Attachment




Means matters
                                Household Income                Household Income
Baseline: All Incomes           Under $50,000                   $50,000 or greater

 1                              1                        1
         Samsung          +21       Microsoft      +22       Apple        +22
 2                              2                        2
         Microsoft        +21       Samsung        +21       Samsung      +20
 3                              3                        3
         Google           +19       Asus           +19       Google       +20
 4                              4                        4
         Sony             +19       Google         +19       Microsoft    +20
 5                              5                        5
         Apple            +18       LG             +18       Sony          +19
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The Story of Attachment




And so does educational level




                                5
IMPACT   INTENSITY

Pebble   Pebble
+2       +27




                     6
IMPACT   INTENSITY

Kindle   Kindle
+18      +24




                     7

								
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