Is Your Brand the Best? What Polls Really Mean†

Harris Survey Doesn't Say Much About Things Like Purchase Intent, Loyalty

Advertising Age, July 23, 2007 — In recent years, Sony Corp. has stood helpless as Apple eats its lunch in the portable-music-player category it created; as it was forced to recall 10 million defective laptop batteries; and as its next-generation video-game console flopped like a sumo wrestler. "The Sony brand has taken a beating," said one investor at a recent gathering of shareholders, where promises of an imminent turnaround were made, adding: "It's too early to say 'Banzai!'"