B2C
CATEGORY:
home hard drive
WINNER:
| ACPP Score | |
|
|
| Awareness | 36% |
| Consideration | 29% |
| Preference | 21% |
| Purchase Intent | 16% |
| Brand Impact Score | .66 |
|
|
| Brand Power Rating | .40 |
| Brand Reputation Rating | .82 |
| Judge's Rating | 1.00 |
Award Accepted By:
Rick Burgess
Judges Comments
"In the store, it's the package, the name, box and reliability that make all the difference. Seagate has a great package, beautiful photography, great product design. It looks reliable, it looks like it works. That’s why I bought it."
"The one to watch is Toshiba. They've made a strategic decision to jump into the consumer home space and they already provide drives for many companies in this category"
"The information we put on these hard drives is priceless. We buy them so we don't lose our stuff..... Brand HAS to matter when buying these things! Yet, no one is selling product on this proposition, that means there's opportunity here."
| Top Three Brands in Category | ||||
Brand Impact |
Brand Power |
Brand Reputation |
Judges Rating |
|
| 1. Maxtor/Seagate | 0.66 |
0.40 |
0.82 |
1.00 |
| 2. Western | 0.55 |
0.50 |
0.81 |
0.44 |
| 3. Dell | 0.50 |
0.60 |
0.81 |
0.11 |
