Sony Ranks As Most Popular Consumer Electronics Brand in the World;
Stewart-Allen/GMI BrandBarometer(TM) Forecasts Stormy Outlook for Some
of the World's Most Popular Consumer Electronics Brands

2006 International CES

SEATTLE & LAS VEGAS--(BUSINESS WIRE)--Jan. 5, 2006--A recent
international survey measuring the health of some of the world's most
famous consumer electronics brands reveals that Sony is the most
popular brand, while Sanyo is the least popular across all ages,
genders and income levels in 18 countries around the world.


In November 2005, the Stewart-Allen/GMI BrandBarometer
(www.brandbarometer.com), co-created by international marketing expert
Allyson Stewart-Allen and Global Market Insite (GMI), a provider of
integrated solutions for global market intelligence, surveyed 17,502
highly profiled consumers worldwide about 15 leading international
consumer electronics brands.

These brands include Apple, Canon, Casio, Dell, Hitachi,
Hewlett-Packard, Microsoft, Nokia, Panasonic, Philips, Pioneer, Sanyo,
Sharp, Sony and Toshiba. Consumers were asked about their perceptions
and experiences of these brands, levels of trust, overall quality and
perceived country of origin.

These results come as the 2006 International Consumer Electronics Show
opens its doors today in Las Vegas. Event producer Consumer
Electronics Association (CEA) just announced its latest industry
growth projections at the event, including a prediction that factory
sales of consumer electronics will reach $135.4 billion in 2006, up
8%. Other studies by CEA indicate these sales will grow to $158.4
billion by 2008, a rise of 65% since the year 2000. Clearly, the
potential and outlook for consumer electronics companies is very
positive.

When asked to associate values with a particular brand, BrandBarometer
respondents perceive: Sony as 'luxurious'; Nokia as 'innovative',
'friendly' and 'engaging'; Apple as the most 'individualistic' and
'exclusive;' and Microsoft as 'powerful' and the most 'American'
brand. Sony also scores well in other areas -- respondents see the
brand as being 'international', 'trustworthy' and a 'luxury' brand.
Nokia scores highly for being 'customer-focused', for 'listening' to
its customers, and for being the most 'responsive' and 'empathetic.'
Sony and Nokia are also seen as the two most reliable brands out of
the 15 surveyed.

However, the BrandBarometer did find some dark clouds on the horizon
for other consumer electronics brands. Sanyo appears to have a serious
image problem and is regarded as the most 'stagnant', 'dull',
'insignificant' and 'weak' of all of the brands in the study.

According to the survey, the power of consumer electronics brands
appears to be wavering in Western markets where branding is most
sophisticated. When asked how important a brand name is when buying
such products, consumers in such countries as the UK, Germany and
Denmark rank brand names as less important compared to others in
emerging countries. For instance, consumers in Mexico, China and
Brazil rate brand names as either important or very important.

"We know from our previous BrandBarometer studies and the behavior of
various markets that brands take on significant symbolism in emerging
economies as they represent aspirational purchases -- a communication
of status and more upmarket lifestyle," explained Stewart-Allen.

"Some of the most recognisable brands in the world relate to consumer
electronics," Stewart-Allen added. "There is a huge opportunity here
for consumer electronics brands to localize their brand marketing for
the greatest impact at a regional level in countries like Mexico,
Brazil, India and Russia, while being consistent in how the brand is
experienced and communicated worldwide."

Large consumer electronics companies clearly dedicate generous
marketing and advertising budgets to achieve these. For example,
between 2004 and 2005, Microsoft, Sony, Apple and Panasonic each spent
between $60 million and $260 million on U.S. media/advertising.

"The appeal of some runaway brand leaders, such as Nokia, is based on
consistently managing the experience of the brand," Stewart Allen
said. "What is striking about this BrandBarometer is that some of the
world's best-known names are adrift and losing appeal, despite their
heavy investments in marketing."

To download the full Consumer Electronics BrandBarometer report,
please visit www.brandbarometer.com or contact GMI directly at
info@gmi-mr.com.

About Allyson Stewart-Allen

Allyson Stewart-Allen is recognised as the world's leading authority
on trans-Atlantic business, international marketing and working across
business cultures. As founder of International Marketing Partners,
Stewart-Allen advises a number of national government agencies and
Fortune 100 companies. For more info: www.intermarketingonline.com.

About GMI

GMI (Global Market Insite, Inc.) is the only company that provides
comprehensive integrated solutions for global market intelligence for
both market research firms and corporate market research departments
at Global 2000 companies. Founded in 1999 with world headquarters in
Seattle, Wash., GMI has operations on five continents. More
information is available at www.gmi-mr.com.