(Length: 13 pages)
March 28, 2006
The 2005 Technology Brand Scorecard
An Evaluation Of 22 CE And PC Manufacturers' Brands
by Ted Schadler
with Chris Charron, Remy Fiorentino
Executive Summary (This is a document excerpt)
In a reversal of the 2003 brand scorecard results, the past two years saw most device manufacturers' brand trust fall; only Apple and TiVo saw their brand trust rise. While brand trust dropped overall, there is tremendous variation in brand trust and in brand potential. In Forrester's brand scorecard analysis, Bose, Dell, Hewlett-Packard, Panasonic, and Sony earn highest marks, while Microsoft, Gateway, and LG Electronics rank lowest. The brand scorecards include profiles of each brand's regular users and aspiring users, data that holds lessons for marketers seeking to reach new customers.
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Forrester surveyed 4,732 US households in September and October 2005 to determine their trust in 48 technology brands. Among the brands were 22 device brands, including: Apple Computer, Bose, Dell, Gateway, HP, Hitachi, IBM, Intel, JVC, LG Electronics, Microsoft, Nintendo, Panasonic, Philips, Pioneer, RCA, Samsung, Sharp, Sony, TiVo, Toshiba, and Zenith. Related Research Documents
November 4, 2005, Trends
July 29, 2005, Data Overview October 28, 2003, Brief |
Trust In Consumer Technology Brands Has Fallen
Bose, Apple, And Dell Lead The Brand Trust RankingsFind Documents In Related Categories |
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Original air date: Wednesday, October 01, 2008
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