For Consumer Technology Professionals

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	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

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Executive Summary

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.

TABLE OF CONTENTS

• Trust In Consumer Technology Brands Has Fallen
• Forrester's Brand Scorecard Methodology
• Five Brands Earn An A Or A+ Grade
• To Grow, Tech Brands Need To Go Mainstream
• Supplemental Material
• Related Research Documents

This is an excerpt

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