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Processor Branding, Leaving Its "Mark" On Customer Minds

Published by: In-Stat

Published: May. 8, 2007 - 9 Pages


Table of Contents



The Survey

Understanding the Branding Concept

Product Brand Identification

Company Association

Platform Association

Alphanumeric Product Numbering Schemes

Micro-architecture Brand

Summary

Appendix—Questions Asked in Survey




List of Tables




Table 1. Product Brand Identification (418 Respondents)

Table 2. Correct Company Association (418 Respondents)

Table 3. Incorrect Company Association (418 Respondents)

Table 4. Association Not Known Percentages (418 Respondents)

Table 5. Platform Association

Table 6. Correct Product Number Performance (128 Respondents)

Table 7. Core Micro-architecture Brand (417 Respondents)

Table 8. AMD64 Micro-architecture Brand (417 Respondents)

Abstract

Companies have invested heavily in developing both their company and product brands. However, a recent survey of technology early adopters, with a sampling of newer brands from AMD, ATI (now part of AMD, which was figured into the results), IBM, Intel, NVIDIA, and VIA indicates that while a product brand may be identified, it is often not associated with the company that manufactures the product, and even more often incorrectly identified the platform for which the product was developed.

This report looks at the results of a survey of newer processor brands and their recognition rates. This report also looks at the considerations that decision makers of branding efforts need to make.

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