Based on an online survey of 1000 Australians selected from the MyOpinions panel aged 18 to 65, Apple knocked Sony off the top spot, rising from second position two years ago.
Sony moved to the sixth loved brand, behind Cadbury, with Holden, Qantas and Toyota who made the top five with Apple.
Ford, Samsung, Virgin and Coca-Cola made up the rest of the top ten.
“The research found brands with these traits sit most comfortably within the context of Australians’ busy lives and passions. There’s a world of difference between brands that just create awareness and those which achieve a real connection and affinity with people, said Jason Dunstone, Managing Director of Square Holes.
“It’s interesting to note that each of the top ten brands were perceived to have better products than their competitors but their communication, service and advertising are viewed as being the same standard”.
“The things driving Australians are a love of their families, and a desire for new experiences, closely followed by a desire for socialising and networking”.