SmartMoney Blogs

Pay Dirt
A daily look at what we buy, how we spend, and the companies that do right - and wrong - by their customers.

Steve Jobs’s Death Boosts Apple Brand


Mourning the loss of Steve Jobs made consumers even bigger fans of the company he founded, new data shows. Popular sentiment for Apple shot up 10% since Jobs died on Oct. 5, according to a survey by market research firm YouGov BrandIndex. The company’s “impression score” increased from 42.6 to 47 during that period.

In brand popularity terms, that’s quite a jump, the firm says. To put the numbers in context: The technology product sector’s average score is 27.2, and ranges from -100 to +100, according to YouGov BrandIndex. However, Apple’s most recent climb began from 35.4 on June 1 – just before the release of iCloud – eventually hitting 43.6 on Aug. 16 – 10 days before Jobs’s resignation as CEO.

These warmer, fuzzier feelings for Apple among consumers – many of whom honored Jobs’s passing by purchasing new Apple products – is part of a sentimental journey for customers, Drew Kerr, a spokesman for YouGov BrandIndex, says. “It’s that old feeling: You don’t know what you’ve got until it’s gone,” he says. Chung Ng, partner with digital ad agency Rokkan, says, “I’d have thought the score would be even higher as during that period Apple received so much coverage.”

Apple may also have benefited from the many profiles of Jobs, and his new biography. Jeff Kagan, technology analyst, is not surprised by the YouGov BrandIndex results. But he too has an emotional connection with the iProducts. “Apple’s technology helped me recover from a stroke in 2004,” he says. “Bit-by-bit I recovered by taking long walks and listening to music and books on my iPod and re-energizing my mind.”

Seth Rabinovitz, a management consultant, says the iPhone helped him in business because, for the first time, he didn’t get stuck on a person’s name. “The iPhone allowed me to sync and manage many thousands of contacts remotely – without running out of phone memory or freezing,” he says. “This gave me a split-second edge to prepare mentally when someone was calling who I hadn’t spoken to in years.”


We welcome thoughtful comments from readers. Please comply with our guidelines. Our blogs do not require the use of your real name.

Comments (3 of 3)

View all Comments »
    • I believe this inrtenet site contains some rattling good info for everyone . Anybody who watches three games of football in a row should be declared brain dead. by Erma Bombeck.

    • @ Lyana: Don’t worry, there’ll be “manna from heaven” and before it’s all over, Apple will have made an iPhone, or a decendant of one, for every man, woman and child on the planet.
      My comment: OMG! The author doesn’t realize there are several explanations for boosted popularity with AAPL right now (I won’t expand – this isn’t a plug for Apple). As his source states:
      “It’s conceivable to think other tech brands are losing perception ground at the expense of Apple’s expanding relationship with consumers. The Tech Product Sector Average is made up of 15 major brands that compete with Apple on all product fronts, ranking from Sony, Microsoft, Samsung and LG to BlackBerry, Toshiba and HTC.
      Apple and the brands that make up the Tech Product Sector Average were measured with YouGov BrandIndex’s Impression Score. The Impression score is determined from asking respondents: “Do you have a GENERAL (my emph.) positive or negative feeling about the brand?”
      I.e.,: No mention of Job’s passing is any part of the survey used for his conclusions!
      And, BTY, I had to chuckle to see the scoring was actually in the range of 0 to 200. In reality, Apple scores 147 out of 200, which is a statistic of quite a different impact.
      But, what the heck – anything for a click, right??

    • omg i wanted him to make more iphones i love steve R.I.P

About Pay Dirt

  • Pay Dirt examines the millions of consumer decisions Americans make every day: What to buy, how much to pay, whether to rave or complain. Lead written by Quentin Fottrell, the blog examines these interactions, providing readers with news, insight and tips on shopping, spending, customer service, and companies that do right – and wrong – by their customers. Send items, questions and comments to or tweet @SMPayDirt.