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How do consumers view top tech brands? Which words and sentiments do they associate with Apple, Facebook, and Google?

To find out, Signs.com surveyed 779 people in the United States.

Respondents in the study were asked to list the words that came to mind when each brand was mentioned. The researchers then sorted the responses by positive and negative sentiment.

Check out key findings from the report below:

Apple

The top word that consumers associate with Apple is "expensive." The positive sentiment most closely associated with the brand is "innovative," and the negative sentiments most closely associated with the brand are "horrible" and "snobby" (tie).

Facebook

The top word and most common positive sentiment that consumers associate with Facebook is "social." The most common negative sentiment associated with the brand is "annoying."

Google  

The top word that consumers associate with Google is "search." The most common positive sentiment associated with the brand is "best," and the most common negative sentiment is "evil."

About the research: The report was based on data from a survey of 779 people in the United States.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji