ITSMA’s Professional Services: 2012 Brand Tracking Study

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ITSMA’s Brand Equity Index tells a story of a market divide with the US- and European-based companies on the top, while Indian companies are still in the process of building and defining their brand. While it is difficult for service providers to break free of their heritage, it is possible to move the needle on brand perception with persistent marketing. ITSMA’s Professional Services: 2012 Brand Tracking Study helps services providers understand buyer attitudes and beliefs, their company’s brand equity, current and/or aspired market positions, and buyers’ perceptions of performance.

ITSMA has been of conducting the Professional Services Brand Tracking study for more than a decade, and continues to see strong brands get stronger. While the 2012 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market.

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ITSMA’s Professional Services: 2012 Brand Tracking Study

  1. 1. Abbreviated Professional Services and Solutions Summary 2012 Brand Tracking Study Julie SchwartzSenior Vice President Research and Thought Leadership Dianne KimResearch Associate
  2. 2. ITSMA Brand Tracking Study | 2012 Professional Services and SolutionsAbbreviated SummaryNote: This Abbreviated Summary highlights some of the significant findings fromProfessional Services and Solutions, 2012 Brand Tracking Study.A more in-depth analysis can be found in the full report.ITSMA’s Brand Tracking Study tells the story of a market divide.The US- and European-based companies are on top, while Indiancompanies are still in the process of building and defining their brand.Although it is difficult for service providersto break free of their heritage, it ispossible to move the needleon brand perception withpersistent marketing. 3 4 5 2 6 1 7 Very Very Weak Brand Attribute Performance Strong© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 2
  3. 3. ITSMA Brand Tracking Study | 2012 Professional Services and SolutionsITSMA’s Professional Services and Solutions, 2012 BrandTracking Study helps services providers understand buyerattitudes and beliefs, their company’s brand equity,current and/or aspired market positions, and buyers’perceptions of performance.ITSMA has been conducting the Professional ServicesBrand Tracking study for more than a decade, andcontinues to see strong brands get stronger. This sponsored research initiative represents the 12th iteration of ITSMA’s flagship brand awareness and tracking study focusing on professional services and solutions.© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 3
  4. 4. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions Unaided AwarenessBrand awareness. Which companies come to mind when you think of consulting and technology services?For the 12th year in a row, % of Respondents (N=460)IBM tops the list for unaided IBM Global Services 52.0 Hewlett-Packard 25.2awareness, with HP and Accenture 18.3 Dell 12.6Accenture holding Deloitte 10.4 Capgemini 9.8steady with the 2nd and 3rd Computer Sciences Corporation 7.4 KPMG 6.7spots, respectively. Microsoft 6.7Dell increases its unaided SAP Oracle 6.7 6.3 Infosys 5.7awareness considerably PricewaterhouseCoopers/PwC 5.4compared to last year, Ernst & Young 4.6 Tata Consultancy Services 3.3boosting it to the 4th spot. Cognizant Technology Solutions 2.6 T-Systems 2.6 Atos/Atos Origin 2.4 Cisco 2.2 Wipro 2.2 Gartner 1.5 Siemens 1.5 Andersen 1.3 … Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 4
  5. 5. ITSMA Brand Tracking Study | 2012 Professional Services and SolutionsMarket positioning.Strong brands are getting stronger. However,the velocity of change in this environmentpresents opportunities for all companies.  Ernst & Young, KPMG, PwC, and IBM are strongly perceived as strategic business advisors  Deloitte, Ernst & Young, KPMG, and PwC are pegged as risk management advisors  IBM stands alone as a leading cloud solution provider, IT transformation advisor, and IT security solution provider  While IBM is the sole IT transformation leader, there is a long list of contenders nipping at its heels© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 5
  6. 6. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions Attribute ImportanceBrand attribute importance. When you and your company are selecting aThe economy may be starting to consulting and technology services provider,show signs of recovery, but buyers how important is it that this vendor: Mean Rating (N=460)are still looking for solutionproviders that will deliver Delivers on time and on budget 6.4 Is a consistent and reliable provider of services 6.3on time and budget with Is accessible and responsive 6.2the least amount of risk. Works collaboratively with you 6.2Innovation is secondary. Is able to save you money while also adding value 6.0 Understands your business needs and objectives 6.0 Is proactive in its approach to problem solving 5.8 Is flexible and adaptable 5.8Has a proven track record backed by customer references from companies similar to yours 5.6 Is more of a trusted business partner than a vendor 5.6 Has deep knowledge of your industry or domain 5.3 Regularly brings to market innovative solutions that drive better business results 5.2 Prices solutions based on business outcomes or “pay for results” 5.0 Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very important. Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 6
  7. 7. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions Perceptions of services provider performance. Companies with the best performance on the brand attributes that matter most to buyers include Dell, Deloitte, IBM, and Ernst & Young. Among the Indian companies, Cognizant is the top performer, followed by iGATE. Tweet This! Companies thatperform best on brandattributes important to buyers: Deloitte, Cognizant, Dell, IBM, Ernst & Young, and iGATE #psbrand12 © 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 7
  8. 8. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions ITSMA’s Innovative ToolsInnovative ToolsITSMA relies on several innovative tools to ITSMA’s Brand Equity Index (BEI)help companies dig deeper into brand analysis Weight Company Company Company Companyand increase the impact of their brand (%) Metric A B C D Unaidedresearch investments. 30 awareness 36.8 10.0 16.8 5.6 Aided 10 100.0 100.0 93.2 88.0ITSMA’s Brand Equity Index awarenessenables companies to construct a single overall 20 Top of mind 22.0 4.4 10.8 2.0 20 Familiarity 3.8 3.1 2.7 2.9score that integrates a variety of critical brand 20 Favorability 3.7 3.8 3.4 3.7data points. The index allows companies to BEI Score 55.5 41.6 40.8 37.0track changes in the brand strength over time, Source: ITSMAin addition to making competitivecomparisons. Metrics incorporated in theBrand Equity Index include unaidedawareness, aided awareness, preference,familiarity, and favorability.© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 8
  9. 9. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions ITSMA’s Innovative ToolsITSMA’s Brand Investment Matrix ITSMA Brand Investment Matrix Promotemaps the attributes clients or prospects consider Delivers on time and on A budgetmost important in a services provider against their Is a consistent and reliable B provider of servicesassessment of the way companies are performing C Is accessible and responsivein those areas. Understanding priorities helps a D Is able to save you money while also adding valuecompany construct specific messages that Works collaboratively with E youresonate with the target audience, as well as focus Build & Emphasizemarketing investments in the most efficient F Is proactive in its approach to problem solvingmanner. G Understands your business needs and objectivesCompetitive Gap Analysis Gap Analysis:compares a company’s strengths and Company A vs. Company Dweaknesses relative to specific competitors. Delivers on time and on budget Is able to save you money while also adding value Has a proven track record backed by customer references from companies similar to yours Regularly brings to market innovative solutions that drive better business results Source: ITSMA, 2012 © 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 9
  10. 10. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions Respondent DemographicsStudy Countries Represented % of Respondents Brazil 10%Methodology (N=460) France 11% US 44%Between August and October 2012, ITSMA Germany 12%completed telephone-based interviews in the US,the UK, France, Germany, and Brazil with 460 IT UKand business executives who either provide input 24%into or authorize the purchase of IT professional Respondentservices and solutions. Business Perspective 36% % of RespondentsThe interviews were designed to assess the brand (N=460)awareness, market positioning, and brand ITattribute performance of the major industry 64%services providers and explore key market drivers.For the purposes of this study, ITSMA defines Role in Purchasing Authorize Professional spendingprofessional services as: Services (and have input) Have % of Respondents 44% input Technology and/or related business services (N=460) 56% (such as consulting, systems integration or implementation, or outsourcing) valued at $100,000 or more. Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 10
  11. 11. ITSMA Brand Tracking Study | 2012 Professional Services and Solutions Respondent DemographicsStudy respondents all held director, vice Respondent Titlespresident, or C-level positions and % of Respondents (N=460)represented organizations in eight vertical 36markets with revenue or operating 30budgets ranging from $100 million to over 22$20 billion. 12Organization SizeAnnual Revenue Director/ VP/ General CXO, such as% of Respondents Assistant VP Senior VP Manager/ CIO, CEO, or(N=460) 54% with $1B or more in President COO annual revenue Industry 21 11 Other 20 Sector % of 7 Consumer Packaged Goods (CPG) 16 Respondents 15 8 Retail/Wholesale (N=460) 8 Life Sciences/Pharmaceuticals 10 10 8 10 Healthcare 10 Government/Public Sector Energy/Power/Utilities/Mining/ $100– $300– $500– $1– $5– $10– >$20B 12 Oil/Gas 299M 499M 999M 4.9B 9.9B 20B Financial Services [Banking, Insurance 14 USD (except healthcare), and investments] 20 ManufacturingSource: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 11
  12. 12. ITSMA Brand Tracking Study | 2012 Professional Services and SolutionsTable of Contents for Professional Servicesand Solutions, 2012 Brand Tracking Study SlideExecutive Summary 4 Key Findings 5Study Overview 15 Study Methodology 16 Respondent Demographics 17Brand Equity 22 Top of Mind (Unaided) 23 Unaided Awareness 25 Aided Awareness 27 Familiarity 28 Familiarity: Another Look 29 Favorability 30 Brand Equity Index 31Market Positioning 35 Leaders and Contenders 36 Market Positioning 37 Brand Attribute Performance 39 Brand Attribute Importance 40 The Best Firms by Attribute 41 Brand Attribute Performance 42 For More InformationMarketing Vehicles 44 Julie SchwartzCrosstabs 47 Senior Vice President By Country 47 Research and Thought Leadership By Job Role 66 ITSMA By Title 85 Email: jschwartz@itsma.com By Size of Company 104 Phone: +1-781-862-8500, Ext. 112 By Region 123© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 12

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