Why brand matters with laptops and not desktops?
I posted this question a couple of days ago on Twitter and got a barrage of really insightful responses. Why do brand names have a huge influence when picking a laptop but not a desktop?
Many years ago, when I bought my very first laptop, I got a white label unit. It was affordable (30% less than equivalent branded units), had decent specs and passable design. Today, I no longer find those kinds of laptops in stores.
In the case of my desktop PC, I bought might from parts and assembled them myself. No branded cases and no familiar logo to speak of. Today, you will still see these types of bundled and unbranded desktop PCs everywhere.
So, if a person enters a store and wants to buy a laptop and a desktop, the more likely scenario is this — he gets a banded laptop (Dell, HP, Apple, Samsung) and then picks an unbranded desktop PC. The customer completely skips the Acer Aspire, Dell Inspiron and HP Pavillion — all very trusted in the desktop PC market.
Very curious buying behavior right? Well, we asked people why it is so and here are the top 3 reasons we got:
1) The laptop brand is a status symbol, a desktop is not. People bring their laptops everywhere and when everybody else is looking, the owner wants to make the best impression possible. A laptop’s brand is oftentimes a measure of that — social status. It means “I can afford!“.
2) Laptops are generally more expensive than desktop PCs so people treat buying a laptop more like an investment. Investments of this magnitude oftentimes rely on brand reputation. Premium price for a premium quality. This includes warranty, customer support, after sales, availability replacement parts and service centers and over-all customer experience.
3) Owners can identify themselves with their laptops but not their desktop PC. Let’s admit it, at one time or another, we get excited to name our laptops the day we bought them.
Go chime in on the comments why you think this is so.