SuperBrands 97 Category Rankding: CONSUMER ELECTRONICS

Strong sales of Digital Satellite TV systems and big screen TVs buoyed the category. Sales grew for the seventh consecutive year with a total near $62 billion, up from $56 billion, per the Consumer Electronics Manufacturers Association.
Rank….Brand…. Co. Name, Location
.Lead Agency, Location
…Sales (billions):
…Media Expenditures (millions):
1….Sony………….Sony, Japan
..Lowe & Patners/SMS, New York
…Sales: $8.5
…Media Expenditures: $29.3
2….Panasonic…..Matsushita Electrical Industria, Osaka, Japan
..Grey Advertising, N.Y., New York
…Sales: $7.3
…Media Expenditures: $14.6
3….Hitachi………Hitachi.Ltd., Tokyo
..Lord.Dentsu & Partners, New York
…Sales: $4.4
…Media Expenditures: $ 1.6
4….Magnavox….Philips Electronics N.V., Eindhoven, Netherlands
..Backer Spielvogel Bates, New York
…Sales: .NA
…Media Expenditures: .$26.2
5….RCA…………Thomson Consumer Electronics, Indianapolis, IN
..Ammirati & Puris, New York
…Sales: $3.7
…Media Expenditures: $19.6
Copyright ASM Communications Inc., 1996 ALL RIGHTS RESERVED
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