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Apple Cleans Up in First “Brandjunkie” Awards

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Brandchannel.com today announced the results of its first annual “Brandjunkie” survey, in which 2,000 brandchannel readers in 107 countries answered questions such as “What brand would you most like to sit next to at a dinner party?” and “Which brand do you think is truly (going) ‘green’?” Apple was named most frequently as a desirable dinner seatmate, most inspirational, and most likely to revolutionize the branding industry in the next five years as well as the brand that if sent back 100 years would have the biggest impact on the course of history, the brand people would most be most likely to describe themselves as, and the brand that respondents could not live without. Other top brands included Nike, Coca-Cola, Google, and Starbucks.

Brand resurrection is a tough business, and 12% of respondents didn’t select a defunct brand that they would bring back to life. Rounding out the top five responses were PanAm, Atari, TWA, and Cingular, while others mentioned still living brands, such as Tab and Howard Johnson (ouch!). Coming in at #11? Studebaker! Food for thought.

The survey results are also worth a look for the added insight into some of the respondents’ top choices. One reader modestly explained why he or she identified with Apple: “Smart, well-designed with some history of bad and good decisions. Cutting edge in the markets in which they choose to play in but do not dream of being a superpower, just best in their game. Like me.”

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