B2C
CATEGORY:
Home Computers
WINNER:
| ACPP Score | |
|
|
| Awareness | 96% |
| Consideration | 77% |
| Preference | 58% |
| Purchase Intent | 50% |
| Brand Impact Score | .71 |
|
|
| Brand Power Rating | .74 |
| Brand Reputation Rating | .89 |
| Judge's Rating | .56 |
Judges Comments
"Dell and HP are the leaders. The rest are 'also-rans'."
"Apple's awareness is high but unlike in the MP3 category its consideration and purchase intent is lagging."
"I would have thought Apple's score would have been higher on intent to purchase because of the switch campaign."
"The one to watch is Lenovo if they come into the consumer space. They are trying to cut a deal with Best Buy now. But the one brand Best Buy really wants at retail is Dell, but Dell won't budge."
| Top Three Brands in Category | ||||
Brand Impact |
Brand Power |
Brand Reputation |
Judges Rating |
|
| 1. Dell | 0.71 |
0.74 |
0.89 |
0.56 |
| 2. HP | 0.64 |
0.67 |
0.88 |
0.44 |
| 3. Apple | 0.55 |
0.54 |
0.74 |
0.44 |
