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美民眾：蘋果高層更能勝任管理美國

Apple’s Leadership Team Should Be Running U.S. Government, Says New Study

Apple (33 percent) would do a better job than politicians taking over U.S. government operations, says a new Breakout BrandsTM survey by rbb Communications. The national survey tapped opinions on a variety of brand preferences.

營銷傳播公司“rbb”近日發起了一項關于“突破性品牌”公司的調查，結果顯示，33%的美國民眾認為：與政客們相比，蘋果公司的領導團隊更能勝任美國政府的管理工作。這項全國性調查收集了人們對于各種品牌的意見。

Walt Disney (28 percent) earned the second spot on the list of brands that consumers would vote for to run the government, followed by American Express (18 percent), Facebook (11 percent) and Starbucks (10 percent) rounding out the top five. Americans identify with companies that focus on their needs – more specifically, brands that “get” them.

在管理政府的能力榜上，排名第二的是迪士尼公司，獲得了28%的支持率。排名前五的還有：18%支持率的美國運通、11%支持率的臉書以及10%支持率的星巴克。美國人十分認同那些關注他們需求的品牌——更確切的說，這些品牌更“懂”他們。

“Building a relationship with today’s consumer is a lot like dating,” says Christine Barney, managing partner and CEO of rbb Communications. “Brands like Apple do well at the dating game because they get into the consumers’ heads to achieve the kind of meaningful emotional connections that lead to loyalty.”

“rbb”管理合伙人兼首席執行官克莉絲汀·巴尼(Christine Barney)說：“現如今，拉攏消費者的過程更像在與消費者約會。蘋果等品牌在約會中的表現就很好，因為他們能走入消費者心中，生成非常有意義的情感連接，進而提高消費者的品牌忠誠度。”

“American consumers have high expectations,” added Barney. “In fact, research shows that 57 percent of Americans are more likely to trust a company that consistently offers excellent customer service over one that consistently offers excellent prices.”

巴尼補充道：“美國消費者對產品有很高的期望值。事實上有調查顯示，相對于不斷推出優惠價格的品牌，57%的美國人更喜歡那些始終如一為客戶提供出色服務的品牌。”

Other noteworthy Breakout Brand result findings include:

其他值得關注的“突破性品牌”研究結果還包括：

1. 52 percent of Americans chose “responsive” when asked to pick the word that best describes companies they most want to do business with.

被問及最喜歡跟哪種公司打交道時，52%的美國人選了“有求必應”。

2. 44 percent of Americans think a “live” customer service agent they can speak to in-person or on the phone is essential for them to keep doing business with a company.

44%的美國人認為，要想獲得他們的持續青睞，那么一個公司需要有可供當面咨詢或電話咨詢的“實時”客服。

3. Americans chose Amazon (25 percent), Apple (15 percent) and Uber (13 percent) as the top 3 Breakout Brands of 2015.

2015年的“突破性品牌”調查前三名分明是：亞馬遜(25%)、蘋果(15%)和優步(13%)。

Understanding how the changing marketplace impacts Breakout Brands is vital in today’s world of social media. The full Breakout Brands report will be available soon.

在這個社交媒體主宰一切的時代，了解千變萬化的市場如何影響“突破性品牌”榜單是十分重要的。完整的“突破性品牌”調查報告即將出爐。