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.