Apple Has Top Brand, World Consumers Say

But survey says Microsoft, USA need to revamp marketing

By Laila Weir, Newser Staff

Posted Mar 31, 2008 10:45 AM CDT

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Uncle Sam behind broken glass, at a military recruitment center in New York's Times Square after an explosive was set off nearby. Survey respondents voted brand USA as second most in need of a revamp. (AP Photo/Mary Altaffer)

Apple is the world's "most inspiring brand," as well as the one most consumers say they can't live without, according to a new survey on brand impact. Meanwhile, Reuters reports that Microsoft was the brand buyers thought most in need of an overhaul—with the United States as runner-up.

Microsoft has "gone from innovative and bold to stodgy and follower," according to one reader of brandchannel.com, which ran the survey, while another said there was "never a dull moment" with the iPod and iPhone maker. Nike, Coca-Cola, Google and Starbucks followed Apple in the “most inspiring” category, but respondents say they're still looking for a "green" brand. (Read more brands stories.)