Marketing plays a bigger role in distinguishing PCs; H-P gets more out of its marque, survey finds, while Apple loses cachet

PC vendors traditionally compete on technology and price issues, but the increasing standardization of PC computer components and features has led manufacturers to use marketing campaigns to distinguish their products. Surveys indicate users are less interested in paying premium prices for the once popular AST Research, DEC and Apple products while they are prepared to invest more in HP, Dell and Compaq products. Apple's widely known name does not preclude brand troubles. Apple's internal conflicts and Power Macintosh shortages have led to an ambitious marketing campaign aimed at changing user perceptions. AST Research also lost ground due to long-term internal problems and plans a campaign to help refocus the organization's public image. Marketing is also becoming more essential for suppliers. Microsoft's Windows 95 advertising frenzy resulted in business users willing to pay significant sums for an upgrade from IBM's OS/2 system while Intel's 'Intel Inside' campaign had similar positive results.