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Last Updated: Dec 20th, 2004 - 11:07:14 |
Austin, Texas, December 20, 2004 - TFCinfo Corp, the worldwide leader in AV Market Research, has conducted another exciting installment of the projector brand strength tracking study of experienced projector users and purchasers called "TFCinfo: Projector Brand Strength Study - Projectors in North America 2005."
TFCinfo has completed another in-depth projector brand strength study in North America by market segment to aid companies in managing their brand strength and perceptions. This is the 4th year that TFCinfo has conducted this important brand strength tracking research. This study not only focuses on the top brands in North America, but on brand performance, brand affinity and brand associations-- and analyzes these across the 5 most important user segments in our industry.
This benchmark study is conducted on a yearly basis to enable manufacturers to track their brand awareness and affinity over time, as well as the success of their marketing strategies which they have implemented.
The TFCinfo: Projector Brand Strength Study - Multimedia Projectors in North America 2005 is a complete brand-knowledge, brand-association, purchasing-influence study, by end user segment, with a sample population of experienced projector users. TFCinfo is the only AV research company to conduct a study of this magnitude as a multi-client survey. The projector brand strength research studies key market segments allowing readers to compare and contrast projector brand loyalty, brand affinity, and brand associations in 5 of the most important projector business segments in North America.
Market Segments
Education
Government
Large Corporations (>1000 employees)
Small/Medium Business (25-1000 employees)
SOHO (Small Office/Home User, (1-25 employees)
Brand Affinity is used daily in all facets of shopping behavior, yet is unrecognized by most. (As an example - when a shopper goes to the grocery store, they may decide that a certain brand is "better" tasting than another, and is worth the extra price over the other brand on sale. The shopper has now decided to purchase one brand instead of another based on the brand affinity.) Brand Affinity was surveyed among the top projector brands and provide a measure of your brand strength in comparison to your competitors among important projector attributes. Brand affinity attributes will include: Ease of Use, Quality/Reliability, Networkable, Price (entry level/basic features), Price (best investment, may cost more), Customer Service Support, Market Leader, Innovator of Projection Technology, and Superior Product Design/Styling.
Brand Associations were also surveyed among the top projector brands and provide a measure of the brands most associated with projector-use categories. Is your brand seen as a "Corporate" Brand? Will your transition into the booming consumer electronics market be smooth and profitable? Brand associations were made for Mobile Projectors, Conference Room Installed Projectors, Home Entertainment Projectors and more.
Why is it important to know your brand?
It is extremely important to know how purchasers and users view your brand, and what associations they make with it. Although Brand Affinity and Brand Associations are separate parameters for measuring your brand strength, it is not until you have a complete brand analysis that you will understand the full flavor of your brand or its future.
If your brand is being viewed as a "corporate" brand, it may be difficult to make the transition into other projector markets, such as SOHO and Home Entertainment, since those buyers would not naturally think of your products or feel the products are for different types of use. It is no secret that corporate purchasers, education buyers, government entities, and home users want different features from their projectors. With a complete brand analysis - through research such as the Projector Brand Strength Study - you can measure your brand strengths and weaknesses for all facets of projector brand management. You can see the success or shortcomings of your current branding strategy, as well as the weaknesses in your competitors' strategies. You then can implement new marketing plans to bring your brand to the forefront of the minds of the purchasers that you are targeting. TFCinfo's report provides significant insight into the projector industry through the eyes of experienced users and purchasers in areas such as:
- Brand Awareness (Unaided, Aided)
- Brand Consideration Set (Is your brand among a select group of brands considered?)
- Superior Brands (Is your brand always considered?)
- Inferior Brands (Is your brand a brand that is never considered?)
- Brand Affinity (How strong is your brand strength on key purchasing attributes?)
- Brand Associations (What type of projector use is your brand most associated with?)
- Projector Purchasing (Where are consumers buying most, who are the gatekeepers of purchase, does your brand measure up on the most important purchasing factors?)
- And Much More!
The "TFCinfo: Projector Brand Strength Study—Projectors in North America 2005." will be published January 15th 2005.
For pricing or additional information, please contact Tanya Lippke, Manager of Survey Market Research, at (207)-783-0055 or tmlippke@tfcinfo.com.
© Copyright 2004 by TFCinfo.com
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