SuperBrands 97 Category Ranking: COMPUTERS | Adweek
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SuperBrands 97 Category Ranking: COMPUTERS

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Computer Hardware
Is this the beginning of seven lean years for personal computer makers? Margins are squeezed, and Sony, Toshiba and other instant brand names have joined the fray. Other makers are spending big money to create identity. A big winner in this area: Acer, which debuts at No. 8.
Rank....Brand............... Co. Name, Location
.Lead Agency, Location
...Sales (billions):
...Media Expenditures (millions):
1....IBM........................IBM, Armonk, NY
..Ogilvy & Mather, New York
...Sales: $71.9
...Media Expenditures: $289.8
2....Hewlett-Packard.....Hewlett-Packard, Palo.Alto, CA
..Saatchi & Saatchi, San Francisco
...Sales: $31.5
...Media Expenditures: $66.6
3....Intel........................Intekm Santa Clara, CA
..Dahlin Smith White, Salt Lake City
...Sales: $16.0
...Media Expenditures: $39.7
4... Compaq................. Compaq Computer, Houston
..Ammirati & Puris/Lintas, New York
...Sales: $14.9
...Media Expenditures: $54.9
5....Digital.....................Digital Equipment Corp , Maynard, MA
..DDB Needham/Young & Rubicam, New York
...Sales: $14.6
...Media Expenditures: $45.3
6....Apple......................Apple Computer, Cupertino, CA
..BBDO, Los Angeles
...Sales: $10.5
...Media Expenditures: $67.0
7....Unisys.....................Unisys, Blue.Bell, PA
..Bozell, New York
...Sales: $ 6.2
...Media Expenditures: $8.9
8....Acer........................Acer, Taiwan
..Hal.Riney, San Francisco
...Sales: $ 5.8
...Media Expenditures: $21.9
9....Dell.........................Dell Computer, Austin, TX
..Goldberg, Moser O'Neill, San Francisco
...Sales: $ 5.3
...Media Expenditures: $13.0
10....Gateway................Gateway 2000, No Sioux City, SD
..Carmichael Lynch, Minneapolis
...Sales: $ 3.7
...Media Expenditures: $26.2
Computer Software
Windows 95 propelled Microsoft to another record-breaking year. Aggressively moving into the business field with Windows NT, Novell launched a campaign to try to hold onto its share.
Rank....Brand......................... Co. Name, Location
..Lead.Agency, Location
...Total Sales (millions):
...Media Expenditures (millions):
1....Windows 95, Office..........Microsoft, Redmond, WA
..Wieden & Kennedy; Anderson & Lembke, Portland, OR
...Sales: $7,419
...Media Expenditures: $147.7
2....Netware, Wordperfect......Novell, Orem, UT
..Young & Rubicam, San Francisco
...Sales: $1,901
...Media Expenditures: $12.2
3....Pagemaker, Photoshop.....Adobe, San.Jose, CA
..Foote, Cone & Belding, San Francisco
...Sales: $ .762
...Media Expenditures: $1.6
4....AutoCAD, 3D Studio.......Autodesk, San.Rafael, CA
..Anderson & Lembke, San.Francsico
...Sales: $ .534
...Media Expenditures: $0.7
5....Quicken, Turbo Tax..........Intuit, Mountain.View, CA
..In-house
...Sales: $ .502
...Media.Expenditues: $23.3
Copyright.ASM Communications.Inc., 1996..ALL.RIGHTS.RESERVED
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