Honeywell 17x More Recognized Than Axis Among Consumers

By: Brian Karas, Published on Jul 12, 2016

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.

********** **** ****** ** idea *** **** **, but ********* ********* ******* with ********.

* ****** ********* ** the ********** ******** *********** ** ********** **** ***** systems ***** **** ****** well ********** ** *** commercial ******** ****** **** almost ** *********** ***** consumers.

[***************]

*******

********* ** ~**** ********** *** ******** ** **** ESA *******, *** ********* focus ** ******* ****** and **********, ******* **** home ******** ****** ******. While *** ****** ***** many questions, *** *** **** stood *** *** **** to ** ********* ***** recognition ** ******** ********* among *********** *********.

Axis *********** ******* ***** **********

****, ******** *** **** well-known ***** ** *** security ******, *** **** familiar ** * *** of ***** ** ********** responding: 

** *** ** ****** asked some ******* * ******* of ********, **** ** Honeywell, ***** ****** *** more ******* ** ******** segments **** *******/***** ** Napco/Alarms. **** *** **** limited ** ****** ***** video ****** (*******, *********, Sony), **** **** ****** Speco ****** ** ***** commercial ***** ************ ****** were ********. 

Honeywell ********

*********** **** ***** ***** consumers *** ***** ***********, Honeywell *********** ** ****** ***** segment ** ********, **** ******* *** fire ****** ** ****** control *** *****.  ** is ******* **** ********* with ***** ******* *** more ****** ** *** multiple ********** **** * Honeywell ****, **** ** those ********** *** *******'* **** ***** *************, *** **** *** association **** ********* ** a *********** ****** ** security.

******/*******

******* **** ********* **** by **, ******* ****** recognition ** * ******** brand **** *********.  **** recognition **** ****** *** transfer **** ** ******, even ** *** ******* logo ******* ** ******** as ****** *** ****** it ****.

Residential ****** ***** ******** ** **********

* ***** **** *** analysis ******** **** *** survey ***** **** *** residential ******'* ****** ***** is *** ******* ** the ********** ******:

******* *** *********** ******’* care **** ***** *** the ************ **...*** ****** brand ** **** ** important ******* ** ** the ****** *** ** providing *** ***** ******** customer **********. 

** ********, ** ********** systems ***** ***** ****** a ******** *****/******* *** then *** *********** ** bid ** *** ******** components ********.

Commercial ****** *** ******** ** *********

*********** ***** ******** ********* have **** **** ****** direct ******** *********, ***** may ******* *** **** had *** *********** ** **** survey. **** **** ***** in *** ****, ** residential ******** *** ***** ********** with *****-********* ********* *** would *** *** $*,*** for * ******, ** matter *** **** ** performed. ***** ********* **** Avigilon, *********, *** ****/***** were *** ***** *** companies ****** *** ** suspect ***** **** **** **** worse **** ****.

*** ***** *** ********* in *** ****** *** clearly ********* ** ******** video ***** ** *** role ** *** *** stores *** ****** *********. The **** ****** ********* there *** ********* ****/*****, Q-See, ***** *** *******. Interestingly, ** **** *** seen ********* ***** ***** products ******* ***** ********, though ***** ******* ***** indicate **** ***** **** a ***** ********* *****. On *** ***** ****, even **** ***** *******, unless **** ************* ********* their ******** *********, **** are ****** ** **** challenges.

Comments (15)

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

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?

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.

ADT would surely be first.

Actually, Rolls Royce would be first.

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.

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.

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.

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?

Yes, I would expect that as well.

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.

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.

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

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.

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.

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Camect "Worlds Smartest Camera Hub" Tested on Oct 18, 2019
Camect is a Silicon Valley startup that claims the "Smartest AI Object Detection On The Market", detecting not only people and vehicles, but...
Altronix Claims Tango 'Eliminates Electricians' on Oct 15, 2019
Power supply provider Altronix claims its new Tango power supply 'eliminates the need for an electrician, dedicated conduit and wire runs'. In...
Consumer IP Camera Analytics Shootout - Arlo, Google / Nest, Amazon / Ring, Hikvision / Ezviz, Wyze Cam, Yi Home on Sep 26, 2019
AI analytics are hitting the mainstream in the consumer camera market, with entrants Wyze and Yi Home releasing free people detection on their...
Yi Home Camera 3 AI Analytics Tested on Sep 10, 2019
Yi Technology is claiming "new AI features" in its $50 Home Camera 3 "eliminates 'false positives' caused by flying insects, small pets, or light...
Top Ways Security Integrators Improve Their Careers on Sep 03, 2019
With DIY products expanding and the future of integration debated, how do integrators stay sharp so they are not left behind? 180+ integrators...
China Dahua To Replace Their Software With US Pepper on Aug 22, 2019
What does a US government banned company do to improve its security positioning in the US? Well, Dahua is unveiling a novel solution, partnering...
Security Integrators Outlook On Remaining Integrators In 2025 on Aug 22, 2019
The industry has changed substantially in the last decade, with the rise of IP cameras and the race to the bottom. Indeed, more changes may be...
JCI Sues Wyze on Aug 21, 2019
The mega manufacturer / integrator JCI has sued the fast-growing $20 camera Seattle startup Wyze. Inside this note: Share the court...
Biometrics Usage Statistics 2019 on Aug 13, 2019
Biometrics are commonly used in phones, but how frequently are they used for access? 150+ integrators told us how often they use biometrics,...
US Government Ban of Dahua, Hikvision, Huawei Takes Effect Now on Aug 13, 2019
The 'prohibition on use or procurement' of Dahua, Hikvision and Huawei products and 'essential components' take effect today, August 13, 2019, one...

Most Recent Industry Reports

Alarm Veteran "Demands A Criminal Investigation" Of UL on Oct 18, 2019
The Interceptor's Project pressure against UL continues to rise. Following Keith Jentoft's allegation that "UL Has Blood On Their Hands", Jentoft...
Camect "Worlds Smartest Camera Hub" Tested on Oct 18, 2019
Camect is a Silicon Valley startup that claims the "Smartest AI Object Detection On The Market", detecting not only people and vehicles, but...
Hikvision Global News Reports Directory on Oct 17, 2019
Hikvision has received the most global news reporting of any video surveillance company, ever, ranging from the WSJ, the Financial Times, Reuters,...
Camera Calculator V3.1 Release Improves User Experience on Oct 17, 2019
IPVM has released a new version of our Camera Calculator, V3.1, with significant user experience improvements, a new development plan, and an...
Securing Access Control Installations Tutorial on Oct 17, 2019
The physical security of access control components is critical to ensuring that a facility is truly secure. Otherwise, the entire system can be...
Access Control Course Fall 2019 - Last Chance on Oct 17, 2019
Register Now - Fall 2019 Access Control Course. Thursday, October 17th is the last day to register. IPVM offers the most comprehensive access...
US DoD Comments on Huawei, Hikvision, Dahua Cyber Security Concerns on Oct 16, 2019
A senior DoD official said the US is "concerned" with the cybersecurity of Hikvision, Dahua, and Huawei due to "CCP" (China Communist Party)...
Pelco Sarix Pro3 Camera Tested on Oct 16, 2019
Pelco has released their Sarix Professional Series 3 cameras, claiming "more security detail in challenging scenes with excellent low light and...
IPVM Camera Calculator User Manual / Guide on Oct 16, 2019
Learn how to use the IPVM Camera Calculator. The guide below includes instructions, images, gifs, and videos demonstrating and explaining the...
Altronix Claims Tango 'Eliminates Electricians' on Oct 15, 2019
Power supply provider Altronix claims its new Tango power supply 'eliminates the need for an electrician, dedicated conduit and wire runs'. In...