HP, Compaq, Cisco top survey’s ‘battered brands’

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San Jose, Calif.--Microsoft Corp., IBM Corp. and Dell Computer Corp. are the three leading technology companies that have maintained brand value in 2001, according to the "Bruised and Battered Brands" survey released by technology brand strategy company Liquid Agency Inc. On the flip side, Hewlett-Packard Co., Compaq Corp. and Cisco Systems Inc. were identified as the three technology companies that have done the worst job of maintaining brand value this year.The survey was based on responses from more than 500 technology managers. It found that 80% of respondents agreed that the economic downturn has hurt technology brands. The top three technology CEOs who best personify their brands were identified as Microsoft's Bill Gates, Oracle Corp.'s Larry Ellison and Dell's Michael Dell. However, two of these executives also showed up on the list of executives perceived to have harmed their brands. Carly Fiorina, CEO of Hewlett-Packard, was named as the top technology executive to harm the brand in 2001, followed by Ellison and Gates. Also according to the survey, public relations is seen as the most effective way to market and create demand for technology products in tough economic times.

--Kate Maddox

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