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Apple has 'biggest impact as a brand'

The biggest single brand impact on consumers worldwide is made by computer firm Apple, a new online poll shows.

Readers of brandchannel.com also voted the firm top in the "most inspiring brand" and "brand I can't live without" categories, ZDNet.co.uk reports.

Rival computer manufacturer Microsoft, however, was voted "brand most in need of a remake".

Editor of brandchannel.com Jim Thompson commented: "Apple has clearly captured the hearts and minds by leading across most categories."

The US firm has enjoyed successful launches of its pocket mp3 player the iPod and its first mobile phone the iPhone in recent years.

Other "inspiring" brands named by readers included Nike, Coca-Cola, Google and Starbucks.

Microsoft, however, came in for criticism from users.

The firm has "gone from innovative and bold to stodgy and follower," an un-named poll respondent commented.

Residents of 107 different countries voted in the brandchannel.com survey.

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