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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.
By Mark Roberti
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?
• How well do RFID buyers know RFID companies and the products they offer?

These are important questions, as brand reputation has an impact on investment decisions. Our recently published 2018 RFID Brand Report reveals that more than 80 percent of respondents said brand is very or somewhat important to them when deciding what RFID solution providers to buy from. Systems integrators, who often recommend products to companies, said they were more concerned about brand—97 percent said it was either important or very important.

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.


Ray Verhelst 2018-08-23 12:26:11 PM
The results of this study seem to indicate that VARs often place a higher emphasis on their custom integration rather than the components used. If anything, only the elements that sit in the public eye such as a printer or a desktop reader will get more scrutiny. We have often seen where the hardware manufacturer was often content to remain in the shadows if the reseller featured them in the final solution.

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