Building Brand Loyalty: Lessons from Industry Leaders

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Building Brand Loyalty: Lessons from Industry Leaders

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Research Abstract

A brand is far more than a catchy name and effective logo, and building an IT services brand is far more complicated than building a consumer products brand. The Internet has helped speed the process of building brand awareness. But awareness is only the first step. The real challenge is building long-term brand loyalty, which can sustain lower sales costs, more repeat business, and premium pricing for years to come.
In this online briefing, Robert Leavitt, then-ITSMA manager of research, discusses best practices in IT services branding, including lessons learned from current initiatives at Andersen Consulting, EMC, IBM Global Services, Lucent and other industry leaders.