Brand Names

Traditional wisdom says to buy equipment whose brand name you know. This is one place where traditional wisdom is wrong. As an example, brand names like Radio Shack and Fender are well-known. Both companies sell microphones. Very few people outside the sound business know names like Sennheiser, AKG, Countryman, Josephson, Bruel and Kjaer, and Neumann. However, all of these companies make much better microphones than any that are sold by Radio Shack or Fender. Most of these companies have been in business far longer than Radio Shack or Fender. Why are their names not well-known? Actually they are well-known -- to the people in the sound business. Almost without exception, the brand names that are well-known to the general public are those specializing in low-cost, mass-produced equipment. The companies who make the highest-quality products are less visible to most people. Similar examples could be given for electronics and speaker manufacturers. So how do you judge brands? Ask your designer/installer for references. Go listen to systems he or she has installed. Talk to a local radio-station engineer (not an announcer!). Or all the above.

Next: Selecting a Designer/Installer