SuperBrands 96 Category Ranking: COMPUTERS | Adweek
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SuperBrands 96 Category Ranking: COMPUTERS

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Computer Hardware
Exploding consumer demand, coupled with strong growth from corporate users,
drove PCs to another outstanding year. Media budgets continued strong as IBM,
Compaq and Apple ran major fall TV campaigns to reach home users.
Brand Co. Name, Location
Lead Agency, Location
Sales (billions)
Media Expenditures (millions)
1 IBM IBM, Armonk, NY
Ogilvy & Mather, New York
Sales: $64.0
Media Exp: $101.4
2 Hewlett-Packard Hewlett-Packard, Pabaho, CA
Saatchi & Saatchi, San Francisco
Sales: $24.9
Media Exp: $74.4
3 Digital Digital Equipment, Maynard, MA
DDB Needham/Young & Rubicam, New York
Sales: $13.4
Media Exp: $22.6
4 Intel Intel, Santa Clara, CA
Dahlin Smith White, Salt Lake City, UT
Sales: $11.6
Media Exp: $60.3
5 Compaq Compaq Computer, Houston
Ammirati & Puris/Lintas, New York
Sales: $10.6
Media Exp: $94.6
6 Apple Apple Computer, Cupertino, CA
BBDO, Los Angeles
Sales: $9.1
Media Exp: $52.5
7 Unisys Unisys, Blue Bell, PA
Bozell, New York
Sales: $7.3
Media Exp: $7.6
8 Dell Dell Computer, Austin, TX
Goldberg, Moser O'Neill, San Francisco
Sales: $3.4
Media Exp: $2.0
9 Gateway Gateway 2000 North, Sioux City, SD
Carmichael Lynch, Minneapolis
Sales: $2.7
Media Exp: $.978
10 AST AST Research, Irvine, CA
FCB/Leber Katz, Los Angeles
Sales: $2.3
Media Exp: $8.6
Sources: Brandweek research (sales); Competitive Media Reporting
(expenditures)
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