Brand Perception
Case Study #2: Brand Perception of IT Service Providers
CHALLENGE: Major IT service providers needed to understand their brand perception in the marketplace. In particular, there was a need to determine what IT services firms come to mind as the top vendors and what companies have the most mind share.
SOLUTION: Carol completed market analysis of detailed survey data from 240 companies and developed the report, The Value of Brand: Market Perception of Leading IT Service Providers, as well as five industry specific brand perception reports. As a result of this research, IT services providers were able to determine which firms have the strongest brand perception and under which circumstances. In addition, the study provided insight into which specific vendors have strong brand perception for particular solution services areas and how brand perception varies among customer size. Brand perception was also analyzed by five specific industries, which were banking, energy, communications, consumer goods and life sciences.