TFCinfo's New Brand Strength Report Highlights Movement in the Projection Industry
By TFCinfo
Feb 19, 2007, 09:50
TFCinfo, the worldwide leader in AV market research, has completed its heralded annual brand benchmarking study of experienced users and purchasers, called TFCinfo US Projector Brand Customer Perception and Preference Study 2007. TFCinfo measures the strength of multimedia projector brands in the five most important market segments in the AV industry: large corporations, small-and-medium-sized businesses, small office and home users, government, and education.
"This report is the only longitudinal projector brand strength study, and hence the only study that can reveal which brands are slowly and stealthily moving and consolidating their brand positions," says Tanya Lippke, Manager of Survey Market Research for TFCinfo. "The value of this study is compounded by the fact that all the individuals interviewed are experienced users, specifiers and buyers of projectors – it is these people who directly make or influence the purchase decision."
Last year TFCinfo introduced the Brand Image Index - the relative position of brands on important image criteria in this tracking report. TFCinfo created this unique tool in order to facilitate projector manufacturers in monitoring their brand performance on the most important image criteria. This tool allows manufacturers to not only track their performance, but also their performance in relationship to their main competitors. TFCinfo included this exciting Brand Image Index again this year and clearly, some manufacturers have made improvements in their brand image.
Some of the highlights from this research include:
InFocus
InFocus continues to be one of the utmost brands in both aided and unaided brand awareness. Furthermore, within each market segment InFocus consistently places among the top tier of brands and has solidified its position as a brand leader. This year InFocus shows improvement in the education segment as well.
Dell
Dell began four years ago with barely any projector brand awareness at all. Through tracking, TFCinfo has seen the Dell brand moving up and moving up fast in rankings among projector users and buyers. Dell has gone from #26 to #11 on unaided brand awareness and from #22 to #9 on aided awareness.
NEC
NEC has always seen their strength coming from the more business-oriented segments. We have seen NEC starting to successfully transfer their positive image and reputation to other market segments. This year NEC shows improvement among users and purchasers in both government and education.
Panasonic
TFCinfo has seen a strong push from Panasonic over the past several years in awareness and important image criteria. With their building momentum, this year Panasonic is finally able to break into the coveted top three on awareness. Panasonic is also one of the top performers in the Brand Image Index™.
Epson
Epson has another great performance, this year, among those in the education market. Epson is a brand used, considered, and even most-desired among those in this segment. Dominating individual market segments is an equally viable brand strategy.
Mitsubishi
Although Mitsubishi's awareness levels are not in line with top brands, their brand image is even more distinct than some of the top brands with more market share. Again this year Mitsubishi enjoys a top-five finish in important areas such as "quality/reliability," "price, best investment most for money," and "customer service support."
Sony
Sony's strong consumer brand strength is clearly evident in the projector category, making it a brand leader. Sony has improved this year over previous years where the brand, although solid, remained stagnant. Sony is one of the most considered brands for purchase and their brand image is strong. Sony is correlated with quality, but at a price.
Tracking Brands - Projectors and Plasma
This is the 6th consecutive year that TFCinfo has conducted projector or plasma brand tracking research to aid companies in managing their brand strength and perception. Knowing and analyzing each aspect of what experienced individuals in each of these market segments think of your brand - positive or negative - is the most basic of all strategic marketing needs.
For a complete brochure and outline of this study, or for more information on purchasing, please contact Tanya Lippke, Manager of Survey Market Research, at (207) 783-0055 or tmlippke@tfcinfo.com.
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