â–¶ Samsung at Top of Tech Brand Mountain: Samsung is the most preferred consumer technology brand—at least in Europe and in the U.S.—ahead of Sony, HP and even Apple, according to the ConsumerMetrix Technology Brand Preference Index released in June 2012 by Strategy Analytics. In a survey of 6,000 consumers in the U.S. and Europe, Samsung, which has vaulted from a no-name brand to a global leader in 15 years, received the highest overall preference rating of +41%, followed by Sony at +29 %, HP at +20% and Apple at +19%. Other findings: