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Leading RFID Brands Stronger Now Than Ever

There is a growing gap between the "haves" and "have-nots" when it comes to brand recognition in the RFID industry. Two RFID firms contend for the top spot as the industry's most recognized company. Two others enjoy good brand recognition, then hundreds more fill in the pack with only negligible differences in their industry recognition.
Mar 10, 2009This article was originally published by RFID Update.

March 10, 2009—Four companies dominate the rankings of best-known and best-perceived RFID providers, and their closest competitors are more likely to slide into the pack than to rise to challenge for leadership. These are among the results of the 2009 RFID Brand Report, which found increasing stratification among recognition for RFID brands.

The four top brands in RFID as rated by end users, prospects and the distribution channel are Alien Technology, Motorola, Impinj, and Intermec. Alien, Motorola, and Impinj were the only three firms cited by at least 20 percent of respondents as an industry brand leader, and they are among only five companies recognized by at least 10 percent of respondents. More than twice as many companies were recognized as brand leaders by at least 10 percent of respondents when the original RFID brand research was conducted in 2006. The decline indicates there is more consensus about industry leaders, and growing separation between top firms and all others.

Most Recognized RFID Brands — 2009
Rank Vendor Percentage of Respondents that
Cited Vendor as a Brand Leader
1 Alien Technology 32.2%
2 Motorola 30.8%
3 Impinj 21.0%
4 Intermec 18.1%

Rankings are based on a study of more than 500 end users and prospects, channel professionals and manufacturers around the world conducted by RFID Update and Burnell Reports. The brand report is the companion to the 2009 RFID Marketing Strategies Report, which measures impact of marketing mediums and messages used by RFID vendors.

RFID vendors will need to heed the recommendations in the reports to gain ground on the brand leaders. More than 180 different companies were cited as a leader in technology, marketing or recognition, but as noted, only five were recognized as leaders by at least 10 percent of respondents. Hundreds more are only separated by a few percentage points. Impinj was the only company to significantly improve its brand recognition percentage from the 2006 study, but several former brand leaders experienced significant slides during the same period.

For more information about the 2009 RFID Marketing Strategies Report and 2009 RFID Brand Report see:
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