CMP Media Inc. Releases Results of Study on 'Simultaneous Branding'; Microsoft, HP and 3Com Emerge as Strongest Brands in Study

May 20, 1997

Microsoft, Hewlett-Packard and 3Com are the three technology companies with the strongest U.S. brand equity in both the channel and the enterprise markets, according to an extensive branding study just completed by CMP Media Inc. and Interbrand Schechter Inc.

The study, called The Power of Simultaneous Branding, is the first to evaluate the strength of technology brands in these two key markets. Through more than 2400 interviews conducted during February and March of this year, the research measures 24 brands in six product categories against more than 20 key factors.

Talking about the three companies that ranked highest in both the channel and the enterprise, Jeffrey L. Strief, Senior Vice President/Group Publisher of CMP's Enterprise Computing Group, said, "These companies have demonstrated their competency in branding simultaneously to resellers and IS/network managers. Their effective messaging and consistent execution are 'Best of Breed' in high-tech."

John Russell, Vice President/Group Publisher of CMP's Channel Group, who is a 15-year channel veteran, says that the synergy between resellers and their enterprise customers has never been stronger. "The study," he said, "underscores the clear opportunity that exists for high-tech marketers to increase their brand equity overall by developing a communications strategy that includes both the channel and the enterprise."

Martyn Straw, President of Interbrand Schechter, said, "The survey findings support Interbrand's hypothesis that brands are among a company's most valuable assets -- no matter what the industry. The study will help high-tech marketers understand the need to effectively manage their brand equity in both the channel and enterprise segments of the market."

Categories included in the study are: desktop PCs, mobile PCs, intranet/Internet software, PC servers, networking hardware and SQL database applications. The 24 hardware and software vendors whose brands were evaluated are: 3Com, Acer, Ascend, Apple, Bay Networks, Cabletron, Compaq, Cisco, Computer Associates, Dell, Digital, Gateway 2000, Hewlett-Packard, IBM, Informix, Lotus, Microsoft, NEC, Netscape, Novell, Oracle, SunSoft, Sybase and Toshiba.

The study was conducted across a universe taken from a Dun and Bradstreet sample augmented by a channel sample provided by CMP. In the enterprise, interviewers spoke with senior corporate management, departmental managers and IT/networking management and staff. The channel respondents included executive management, sales management and sales staff from channel companies.

Interbrand Schechter ( is one of the world's leading branding consultancies providing a comprehensive array of brand-related services to assist in the creation, enhancement and maintenance of a company's most valuable assets -- its brands.

The Power of Simultaneous Branding Study was sponsored by CMP's Enterprise Computing Group, which includes InformationWeek, CommunicationsWeek and Network Computing; its Channel Group, which includes Computer Reseller News, VARBusiness, and Computer Retail Week; and WINDOWS Magazine.

CMP Media Inc. provides publishing, marketing and information services to the broad high-technology spectrum -- the builders, sellers and users of technology -- through print and electronic media. All of CMP's publications and online products can be accessed through the company's TechWeb® site on the Web at Print titles include EE Times, Computer Reseller News, Computer Retail Week, VARBusiness, InformationWeek, CommunicationsWeek, Network Computing and WINDOWS MAGAZINE.

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NOTE: The full results of the study are available only to the vendors
whose brands were evaluates. All of CMP's press releases are available on the
Web at Journalists and reporters may also
set up interviews with CMP's high technology experts through the site by

SOURCE: CMP Media Inc.

CONTACT: Steve Rubel, 516-562-7434 or, or Catherine
Jarrat Koatz, 516-562-7827 or, both of Corporate Communications
of CMP Media