Hewlett-Packard: -10%
HP, which has been restructuring under new CEO Mark Hurd after the ouster of Carly Fiorina, has been trapped between Dell, the cheap-box specialists, and IBM, the complex system specialists in the office market. HP's printer division still accounts for 60% of profits, but HP is seen as a commodity printer-and-ink brand by many consumers -- and by graphics professionals.
To boost its image with that all-important group, HP has been spending more of its marketing dollars trying to position itself as an Apple-like quality brand among the digerati, at least when it comes to printing.