In a survey of 6,000 UK shoppers, Apple’s iPhone and iPod both made it into the top ten “most advocated” brands in the UK, reports Marketing Week.
The survey, conducted by Bain & Company, works on the Net Promoter Score system. The NPS is calculated by the percentage of people rating the brand highly, subtracted by the percentage of people who would only rate it between 0-6 out of a 1-10 scale.
iPhone received a 60 percent NPS score, only being beaten to the top by Mercedes in second place and Kerastase in first. iPod and HTC both received a score of 53 percent, putting them in 7th and 8th position respectively.
The report states that the key to a winning consumer product is to keep the customers at the heart of everything as well as staying relevant to the shoppers needs.