Toshiba's brand is still robust in the UK - but data shows this is not the case everywhere

Stephan Shakespeare
Follow Stephan
New Year's Eve 2014 In Times Square
Toshiba has suffered a turbulent couple of years (Source: Getty)

Toshiba is once again in the news as it attempts to sell its flash memory unit as the brand tries to save itself following a trying time.

It has been a tricky two years for the company. An accounting scandal and severe cost overruns at its nuclear unit have pushed the organisation to the brink. It has warned it could face collapse and in May it estimated its losses for the year to March 2017 would be £6.5bn.

Toshiba has moved on from its former core business – it no longer makes televisions for export, while its white goods division is struggling. While nuclear services bring in about a third of its revenue, its struggles stem from this wing of the organisation.

Read more: Apple and Dell join with Foxconn to bid for Toshiba chips unit

Because of YouGov’s global reach, we are able to see how Toshiba’s reputation has suffered in different markets in recent times.

As one would expect, perception has plummeted in its home country of Japan. Among consumers there, Toshiba’s buzz score (whether someone has heard something positive or negative about the brand) has dropped dramatically since the turn of the year, decreasing by 36 points – from eight to minus 28.

This has had a knock-on impact on other the brand’s other perception metrics. Notably, its impression score has also plunged from 32 in early May 2015, to a low point of minus 26 in the corresponding month this year.

Read more: This chart shows how far Toshiba has fallen this year

However, the more positive news for Toshiba is that despite the struggles the brand has faced over the past two years, its brand perception hasn’t suffered anywhere near as much in other markets. In the UK for example, though its buzz score has dropped by four points in recent weeks, its impression score is only four points lower than it was 24 months ago (from 24 to 20).

In the home office and computing sector, its score still puts it alongside other established brands such as Dell and Philips.

Read more: Toshiba presses on with shake-up and splits off four business units

Naturally, this may be because consumers in the UK still hold the brand in a strong regard. Those that are current customers are perfectly happy with their Toshiba products and are almost completely disconnected from the problems with its nuclear operation – a venture that is well beyond the scope of its original consumer electronics business.

City A.M.'s opinion pages are a place for thought-provoking views and debate. These views are not necessarily shared by City A.M.

Related articles