by September 2, 2011 0 comments



No prizes for guessing the winner in this category-Cisco has always been known for its routers, and it clearly reflects that positioning in the results of our survey as well. The only thing worth noting is that the brand is popular even amongst smaller organizations. Cisco enjoys a huge lead over runner-up D-Link in both segments. The only other brand that made it to the elite Users’ Choice club amongst some 13 different brands that were reported by our respondents is H3C/3Com.

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Cisco enjoys the highest ToM (top of mind) recall of all brands, with 46% of the respondents in the 100-499 and a whopping 52% of the respondents in the 500-1000 employee enterprises recalling its name when it comes to routers. Not only that, it also enjoyed the highest brand ownership in both segments.

When it comes to brand loyalty, it’s H3C/3Com that enjoys 100% loyalty of its existing users, in the smaller organizations. Cisco stands at 91% and D-Link at 71% in this segment. The biggest gainer from shift outs is Cisco in the segment, and the most impacted is likely to be D-Link, so the latter needs to pull up. In the larger enterprises (500-1000 employees), it’s Cisco that has the highest brand loyalty amongst its existing users, followed by H3C/3Com at 93% and D-Link coming last once again at 85%. D-Link once again needs to be careful about protecting its existing customers from shifting out in this segment as well.

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D-Link or Cisco? And why? Here again, brand value and product reliability are the key reasons that emerge amongst the users of both brands. However, we’d like to add that D-Link scores higher on initial price and is slightly better off in after sales service/support over Cisco. The latter scores over D-Link in brand value and fights neck to neck for product reliability.

Click on the image to enlarge

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