Professional Services and E-Business Solutions Brand Awareness Study – Winter 2000

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Professional Services and E-Business Solutions Brand Awareness Study – Winter 2000

$10,000.00

Research Abstract

Branding has become a cornerstone of IT professional services marketing. With each passing year, the bar is set higher and the race to gain mindshare intensifies. As the industry sits in the cusp of the next major transition from client/server technology to Web-based e-commerce, services providers recognize the importance of building, managing, and evaluating brand equity. To measure the impact of branding initiatives, IT professional services firms must determine baseline metrics of brand awareness and understanding and implement processes for ongoing reassessment. Unfortunately, in this type of research, reaching the appropriate respondents, asking the right questions, and obtaining a significant sample size that can support analysis by industry and market niche can be quite costly. Consequently, many firms have forgone doing brand awareness research or have settled for less than ideal sample sizes.
ITSMA’s Brand Awareness and Positioning Study addresses these issues. By pooling the resources of multiple IT professional services firms, ITSMA is able to provide participants with a sample size that yields actionable results. ITSMA’s Brand Awareness and Positioning Study provides a combination of general IT professional services brand awareness and positioning information and firm-specific detailed analysis. The study’s emphasis is on client/server and e-commerce/Web technology services and services providers.
ITSMA interviewed 300 key decision-makers from Fortune 1000 companies, government entities, and health care institutions. The interviews focused on awareness of IT services providers and descriptions of what these companies do. Opinions were obtained from both MIS executives and business executives. Key findings of the study are described in the following sections.