by November 7, 2009 0 comments

This is a new category we added to Users’ Choice this year, and a rather
interesting one. Six brands made it to the club this year. Of these, HP tops the
charts with the highest brand perception index, followed by IBM. Interestingly,
these two appear on top even though they’re not pure play rack manufacturers and
the brands that are largely into manufacturing racks and enclosures are falling
below these two. One possibility is that HP and IBM bundle racks and enclosures
along with their servers to large enterprises. Since they have very high reach
in the server market, the same would happen with racks and enclosures as well.
Nevertheless, the third racks and enclosures brand in the list is APW President,
and it’s not too far behind IBM. Even the others like APC and Rittal have
reasonable brand perception. Another interesting observation is that APW had
higher current brand ownership than IBM, but it lost a few points because it’s
top of mind recall is lower than IBM. There’s an interesting situation in the
industry wise brand perception of racks and enclosures brands. HP doesn’t
dominate in brand perception across all industries. It’s highest only in IT/ITeS,
healthcare and media. APW President on the other hand showed stronger brand
perception in education, communication media, BFSI and services segments.

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