Microsoft: brand image in Germany 2013-2016

This statistic shows the results of a survey concerning the brand triad of Microsoft in Germany from 2013 to 2016. The brand triad provides information on how consumers perceive a brand in terms of publicity, likeability and product quality. In 2013, roughly 64.01 million Germans were aware of Microsoft as a brand.

Brand triad: publicity, likeability and quality perception of Microsoft as a brand in Germany from 2013 to 2016 (in million persons)

Characteristic	Persons who knew the brand	Persons who thought of the brand as likeable	Persons who thought of the brand as high quality
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Release date

November 2016

More information

Region

Germany

Survey time period

2013 to 2016

Age group

14 years and older

Special properties

German-speaking population

Method of interview

Face-to-face interview

Supplementary notes

Information on the basic population:
The survey is based on the German-speaking population aged 14 years and older in private households at main residence in the Federal Republic of Germany.

Information on basic sample:
2013: 8,702 respondents, projected base of 70.33 million persons
2014: 8,156 respondents, projected base of 70.52 million persons
2015: 7,009 respondents, projected base of 69.24 million persons
2016: 7,026 respondents, projected base of 69.56 million persons

Multiple answers were possible.

The source phrased the survey questions as follows:
"Which of the following brands do you know, if only by name?"
"Just as one could say a person is likeable or not likeable, one could say the same thing about brands. Please tell me which of the following brands you consider likeable."
"Which of the following brands do you expect to offer high quality products?"
(Original German questions:
"Welche von diesen Marken bzw. Herstellern sind Ihnen bekannt, wenn auch vielleicht nur dem Namen nach?"
"Genauso, wie man Menschen sympathisch oder unsympathisch finden kann, kann man auch von Marken sagen, diese Marke ist mir sympathisch oder unsympathisch. Bitte sagen Sie mir einmal, welche von diesen Marken Ihnen sympathisch sind."
"Bei welchen dieser Marken würden Sie sagen, die sind hochwertig, die bieten eine sehr gute Qualität?")