VZW yields strongest emotional brand, TNS reports

Research firm TNS said that Verizon Wireless is the clear leader when comparing brand power on an emotional level with customers. Verizon Wireless’ dominance is seen across metrics including usage, ratings on key features, commitment among its users, and momentum – a sensitive indicator assessing brand buzz, leadership, popularity, and personality. AT&T Mobility remains a strong 2nd place player.
Besides service/coverage and reliability, Apple Inc.’s iPhone is cited as a reason for AT&T Mobility’s momentum in the market. With more than 85% of consumers aware of the iPhone, almost 1-in-4 consumers consider buying it in the future and both users and non-users of AT&T Mobility are currently attracted to the model. Compared with other high-end handsets perceived as competent and assertive, the iPhone offers a unique fun positioning.
Meanwhile, Sprint Nextel Corp., which should have gained brand equity with its merger, has not been able to maintain the equity from the early days of the merger and has dropped sharply on consideration and commitment as it becomes less differentiated over time, TNS noted.