Samsung YouGov brand metrics following Galaxy Note 7 explosions … – Business Insider

AP

Samsung’s global recall of its exploding Galaxy Note 7
smartphones hasn’t just had an effect on people’s view on the
product; it has managed to tarnish the entire Samsung brand.

Data from the polling company YouGov BrandIndex, provided to
Business Insider, shows two key brand-perception metrics have
taken a tumble since the phones began exploding.

Samsung’s recommend score — a measure from 100 to -100 of whether
people are likely to recommend the brand to friends or tell them
to avoid it — has dropped in the US from 46 back in June to 29
when the most recent survey was taken. Samsung suspended
shipments of the device on August 31, less than two weeks after
its release.

The brand’s purchase consideration — in which survey participants
are asked to pick the brands they will consider when they are
next in the market to buy a specific product — fell to 31% from
42% in the same period.

YouGov
Brand Index

Both are statistically significant declines.

At the same time, Samsung’s “Buzz” score — a measure of sentiment
in which participants are asked whether they have heard anything
positive or negative about the brand in the past two weeks — has
also plummeted. Samsung had a score of 27 at the end of June, but
that has since dropped to -6.9.

YouGov takes a daily poll of more than 4,800 participants from a
representative US population sample.

Samsung is investigating what caused the defect in the Galaxy
Note 7 and
told Business Insider on Wednesday it planned to release its
findings “in the coming weeks.” Earlier this week, the
company ceased all production of the Galaxy Note 7, following
reports that even its replacement devices were overheating and
catching fire.

Samsung’s share price hit a record high last Friday but slumped
by about 10% from Monday to Wednesday. The company said on
Wednesday it would be cutting its third-quarter outlook on both
operating profit and sales.