Cisco tops brand recognition poll

Cisco and 3Com scored top honours in a recent brand recognition survey concerning local area networks (LANs). The survey conducted by In-Stat/MDR found that the two vendors’ switch equipment and network interface cards (NICs) had the highest brand awareness.

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By  Zoe Moleshead Published  July 1, 2002

Cisco and 3Com scored top honours in a recent brand recognition survey concerning local area networks (LANs). The survey conducted by In-Stat/MDR found that the two vendors’ switch equipment and network interface cards (NICs) had the highest brand awareness.

Cisco emerged the overall winner, with nearly 70% of respondents citing the vendor as the most recognisable of the 30 networking equipment vendors listed. 3Com was the only other vendor to achieve double figures for its brand name awareness.

"While brands do not have the same importance in the networking equipment marketing as they do in that of fast moving consumer goods, an examination of networking brands can yield useful clues to how vendors' integrated marketing efforts are being perceived in the market place," says Sam Lucero, analyst, In-Stat/MDR.

“An examination of customers' experience with these vendors' brands can tell us a lot about how successful the vendors have been in their overall marketing efforts, i.e. whether their attempts at a certain product strategy, pricing strategy, or customer relationship strategy have been successful," Lucero adds.

Respondents to the survey also revealed that they regard Cisco as “innovative,” while 3Com are seen as selling less expensive, “commodity-oriented” products.

Cisco also came out top for customer service. Nearly 30% of respondents praised the vendor’s customer interactions, while 3Com took second spot with HP and IBM third and fourth respectively.

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