Honeywell 17x More Recognized Than Axis Among Consumers

By Brian Karas, Published Jul 12, 2016, 09:30am EDT

Homeowners have almost no idea who Axis is, but associate Honeywell closely with security.

A survey sponsored by the Electronic Security Association of homeowners with alarm systems shows that brands well recognized in the commercial security sector have almost no recognition among consumers.

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Comments (15)

End Users Are Not Familiar With Brands That Don't Market Themselves Towards End Users: Report

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When was the last time you saw a Honeywell ad for anything security related in a consumer-focused outlet? I could not recall seeing any recently, but they must be advertising in some places? Or, is Honeywell just so well known that consumers know the brand and thus Honeywell-branded security products will be more memorable?

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I can't find anything with a cursory YouTube search, but I'm sure that I saw security being briefly featured in some of those "buy Honeywell stock" ads they run on financial channels and Sunday morning talk shows. And even if they didn't feature security and life safety specifically, Honeywell overall still has better brand recognition that any surveillance manufacturer, even Axis.

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ADT would surely be first.

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Actually, Rolls Royce would be first.

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Honeywell has their name on everything from flight data recorders to air filters. It's a name people have seen for many years, even if they haven't the slightest clue what they do.

I bet you could throw up names like "Genetec" or "Avigilon" right next to names like "IBM", and I bet more people would identify IBM as a security company than either of the other two.

Consumer familiarity is an interesting study, but I'm not sure it's particularly useful in this case.

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Consumer familiarity is an interesting study, but I'm not sure it's particularly useful in this case.

Yes, instead of

Which of the following brands of security providers are you familiar with?

the question

Which of the following brands are you familiar with?

likely would have had a similar outcome, but no one would be surprised at the result.

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Which of the following brands are you familiar with?

likely would have had a similar outcome, but no one would be surprised at the result.

Disagree. Take Samsung for example. No way Samsung comes in 2/3rds less than Honeywell (as it did here) if they ask just for brand generally. Even if Samsung did not beat Honeywell (and my guess it would) it would certainly be much closer than these results.

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Good point.

Would you concede though that a decent amount of people responded with Samsung even though they had never seen nor heard of a Samsung Security product?

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Yes, I would expect that as well.

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People know the Samsung name when it comes to Technology. Samsung is all over the retail technology stores. However, a great majority of people know that Honeywell is like a sleeping giant and they make tons of different products, products that we don't even know about, we just know they make a lot of products and are very huge.

We know this, at least in the Midwest, because we know someone that works there or used to work there. They hire a lot of people. If you work for a business that sells to other businesses, you know all about Honeywell.

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This isn't the sole reason but a number of Honeywell dealers litter their trucks with the Honeywell logo including in some cases the sign at their place of business.

You also have "summer program" alarm companies that blanket entire cities selling Honeywell brand alarm systems. Not the most efficient method of advertising but when you employ an army of students and you repeat this process for many years you're hitting quite a number of consumers.

Anyone remember the "Lassie" commercial that GE ran back in 2002-2004? That was about the only commercial I recall that was security related that targeted a consumer market and was run during prime time. GE also did a number of product placement advertising on some NBC shows.

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Thanks for sharing! Here's the GE Security commercial:

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GE sells fake alarm system deterrent stickers. Several realtors hand them out as 'closing gifts' when people buy houses in my area.

All that stuff became Interlogix years ago, but GE branded stickers apparently carry some weight.

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My response is did they actually know these companies for security products or did they just simple know them.

In the graph 3 of the top six make lock sets which are readily available at Home Depot of Lowes. Honeywell makes thermostats as well and again readily available at Home Depot and Lowes. GE and Samsung make other products easily gotten at Wall Mart, Best Buy, Home Depot and Lowes. So again did they truly know the product was security or did they just recognize the brand because it is available where they shop.

I have a DSC residential alarm system in my home, however unless one looks at the actual panel or is familiar with DSC one would know it is DSC. The company who installed it rebranded the key pads with their logo and name.

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