B2C
CATEGORY:
HDTV
WINNER:
| ACPP Score | |
|
|
| Awareness | 91% |
| Consideration | 83% |
| Preference | 68% |
| Purchase Intent | 59% |
| Brand Impact Score | .88 |
|
|
| Brand Power Rating | .78 |
| Brand Reputation Rating | .95 |
| Judge's Rating | 1.00 |
Judges Comments
"Besides Marlboro, Microsoft and Coca Cola, I can't imagine a brand withmore global awareness than Sony. Sony has been around since the 1950’swith transistor radios, so you almost inherit Sony as a brand for your life."
"This is a category where brands are losing share to Chinese white box manufacturerswho are dropping price. Sony is most threatened by what's comingout of China because the LCD screen manufacturers are undercutting them onmargins and market share."
"At the end of the day when looking at a high def TV, it comes down to sizeand price. It's $2000 or $3000 dollars for a TV so you want to go with safety,and that’s why people turn to the Sony brand."
| Top Three Brands in Category | ||||
Brand Impact |
Brand Power |
Brand Reputation |
Judges Rating |
|
| 1. Sony | 0.88 |
0.78 |
0.95 |
1.00 |
| 2. Panasonic | 0.65 |
0.64 |
0.84 |
0.56 |
| 3. Philips | 0.45 |
0.56 |
0.69 |
0.11 |
