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The Top 10 Technology Companies Featured in The 2023 Axios Harris Poll

In a survey of 16,000 Americans, The Axios Harris Poll 100 has identified the top 100 most-visible brands in the US. The poll was based on multiple attributes that led to the ranking of American brands from one to hundred. It was found that brands that are patriotic and stable (financially) had a visibly stronger appeal among Americans who felt a certain connection with the top brands and their services.

As consumers, Americans are “flocking” towards brands that hit the heart closer to the American heartland with tangible goods that the users understand. In the list, the outdoor clothing and gear designer Patagonia was ranked the number one brand, jumping two places from 2022. Other major winners were Costco, Chick-fil-A, American Express and Nike — a remarkable trend showcasing how well customer-centric brands have been performing in the post-COVID era.

We analyzed the brands that majorly cater to the technology users and found that the there has been a major change in the way Americans think about these organizations. Tesla Motors, for example, owned by Elon Musk who now also owns Twitter, slipped 50 places in the rankings from 2022 this year! Both Twitter and Tesla Motors have a lot of hard work to do in the coming months if they want to rise in the eyes of the Americans with their brand positioning.

In this article, we have named the top-most technology innovation and services brands listed in the The 2023 Axios Harris Poll, organized in the order of highest-to-lowest ranking.


samsung memorial day offerSamsung, at number 7 position, is the highest-ranking technology brand. It is also the second most-visibly identifiable non-American company that Americans have an excellent rapport with. It has scored 81.0 in the 2023 Axios Harris Poll, tied up with Japanese automotive player, Toyota Motors Corporation, which replaced Samsung from its last year’s position. Today, Samsung products have entered almost every American household and the brand’s non-US origin is no longer a barrier in its positioning as a favorable service provider in the competitive electronics and cloud-based mobile software market.

At number 8, retains its rank from last year, scoring heavily in areas of trust, trajectory, vision and growth.

amazonFounded as Cadabra by Jeff Bezos in 1994, has emerged as one of the most forward-thinking companies that offer a wide range of products, services and solutions. Its e-commerce business is globally established, so is its cloud computing platform Amazon Web Services and hardware businesses like Kindle, Fire TV Stick, and Alexa. Today, reaches billions of customers through a variety of platforms and subsidiaries such as AWS, IMDb, Goodreads, Audible, Twitch and others. Considered as part of the “Big Five” in the technology space, continues to focus on creating a customer-centric infrastructure, powered by the best of latest technology and skilled people.


Empowered consumers prefer to use products that help them understand the value of their relationships with others. Apple, a leading US-born technology brand, is next on the list. Climbing 11 spots on the list, Apple’s products and services, and its vision for a sustainable future are very known globally. For a major phone manufacturing company, customers are its biggest marketing resource, and Apple sets a very high benchmark with its customer service and support.

AppleDid you know that 93 percent of the sales organizations fail to exceed the customer’s expectations? The ones that actually exceed the expectations create more opportunities with the existing customers by offering them a new line of products and services that stick with them for ages. Apple is a great example here.


Sony does everything as a technology innovation company that one can expect from a Japanese brand. Its rise in the minds and hearts of the Americans is meteoric. Today, it ranks among the top 50 electronics companies in the US catering to millions of consumers through its diverse range of products. As of May 2023, Sony’s market capitalization is $118.4 billion ( it had peaked to $155 billion in November 2021).


Next, it’s Microsoft at Number 15, the same place where it was in the 2022 rankings. Currently, Microsoft’s market cap stands at $2.48 trillion, slightly below Apple’s ($2.76 trillion).

Recommended: Microsoft Build 2023: Empowering Every Developer with Microsoft 365 Copilot Plugins

Apparently, the ChatGPT movement hasn’t made much of an impact on the company’s culture, trajectory and ethics as far as common Americans are concerned, as per the pool. However, as more and more citizens become aware of the role of Microsoft in transforming the AI and cloud computing space, its reputation would enhance drastically.

HP, Inc

HP, with a market cap of $30.8 billion is ranked 20th on the list. Like its competitor Microsoft, HP’s position did not change from the last year. The company is mostly into printing and personal systems technology market, serving customers that are searching for cost-optimized solutions for their businesses. It is currently disrupting the 3D printing industry with its microfluidics IP offering.

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International Business Machines or IBM has been a technology leader since its inception in 1911. It led the computer era with its diverse range of products and engineering services across multiple domains such as AI, Computing, It infrastructure and personal systems. Today, it has forayed into a host of frontier technologies like the Internet of Things, Cybersecurity, Financial Services technology, Robotics Automation and Business Analytics. IBMers strive to provide trust and responsibility to all relationships, focusing majorly on dedication to client’s success at all times. This culture has stuck on for decades, and this is why Americans think so highly of IBM in the poll.

IBM also supports research and development through its investments in initiatives such as IBM Research, Linux Technology Center, and Red Hat.


It is impossible to think of an American technology landscape without Google in it. Google’s market cap of $1.59 trillion almost matches the brand perception it has created among its users and B2B customers. Despite falling down 4 places in the current ranking, its vision, products and services and character continues to be growing consistently, not just in the US but also in newer markets where it is investing heavily to usher in a new revolution in cloud adoption. In the last ten years, the American multi-national technology company has diversified into manufacturing consumer electronics, quantum computers and building e-commerce platforms.


When you are one of world’s biggest OTT streaming platform, you don’t need an introduction. Netflix is part of the growing list of apps where Americans, particularly the millennials prefer to spend their time. Netflixing has emerged as a favorite pastime in American households, where average viewing time on this platform could range between 60 minutes to 4 hours. It beats the likes of TikTok and YouTube when it comes to engaging audience subscribers with powerful content and advertisements.

What’s more?

Film-makers choose Netflix to produce content– a remarkable development that led to Netflix scoring six major wins at the 95th Academy Awards. Now, that’s some way to win the hearts of consumers and climb up the popularity charts.


PayPal is a fintech company which offers online payments processing systems across regions. PayPal forms the ecosystem of emerging Fintech players where Americans also named other financial services companies such as Fidelity Investments, JPMorgan Chase & Co., Capital One Financial Corporation and Bank of America in the list. In an industry that is heavily influenced by geopolitics, federal regulations, ESG and cryptocurrencies, PayPal continues to be a branding machine with very strong growth markers in the US. As the fintech market matures, PayPal could rise the ranking with its ability to create frictionless payments processing systems and customer-centricity.


Dell may be have slipped 16 places this year, but it is still a major force in the computer hardware business. It competes against Lenovo and HP.

When I was graduating from my school, I remember “Easy as Dell” used to be Dell’s signature slogan. It was a sweet introduction to Dell’s immaculate range of personal desktops and laptops for many years. And, then when Dell acquired EMC Corporation for a mammoth price, it was evident that the company wanted to grow its footprints into the cloud computing and virtualization space. Dell, together with VMware, has scripted a new saga in the multi-cloud technology industry, offering power and performance to automate and secure modern IT infrastructure needs.

Final Thoughts

A majority of consumers want the brands they interact with to be more proactively involved in social and political issues. As geopolitics and regulations create a more tighter technology ecosystem, it is visibly more challenging for brands to stay out of the equation that is influencing overall brand perception and likeability.

Surprisingly, familiar iconic names such as Airbnb, Boeing, Converse, Levi Strauss and Lyft did not feature in the list.

But, that’s OK!

We have enough data-points to analyze what brands should do to stay close to the hearts of their consumers and followers. For brands that want to stick to a customer-centric approach should also look out for new ways to influence the public by showcasing their voice in favor or against pressing social issues. To win in the fast-changing ecosystem where information warfare is a huge challenge, brands should devote time, effort and budget on establishing an approachable persona that also aligns with the company’s history and core values.

Source: Axios

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