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RFID Brand and Product Awareness Remains Low
A survey of RFID Journal's readership found that Zebra Technologies, Impinj and Avery Dennison are the top three brands in the RFID industry, but awareness of what the leading companies sell remains low, particularly among end users.
Aug 17, 2018—
Between May and July 2018, RFID Journal conducted a survey of its readers to determine how much they know about radio frequency identification solution providers and the products they offer. Our goal was to understand the state of the market and the familiarity of RFID technology buyers with the companies that sell RFID solutions. We wanted to answer two key questions:
• Which RFID solution providers are best known among RFID buyers and influencers?
Zebra Technologies, Impinj and Avery Dennison were the top three brands, in that order. Impinj and Avery ranked third and fourth in our last branding survey, conducted in 2011. Zebra was eighth at the time, but it has since acquired Motorola's RFID business (see Zebra Buys Motorola Solutions' Enterprise Business), and Motorola was number-one back then.
For this branding study, we asked respondents to associate specific companies with particular product categories, in order to find out how well they know what products solution providers offer. The results were not encouraging.
The top bands are relatively well known. Avery Dennison was the best-known maker of chips and tags; 71 percent of respondents associated them with this product category. Impinj came in second with 62 percent, followed by Alien Technology at 58 percent and HID Global at 56 percent.
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