ITSMA’s Professional Services: 2012 Brand Tracking Study
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Transcript of ITSMA’s Professional Services: 2012 Brand Tracking Study
Professional Services and Solutions 2012 Brand Tracking Study
Julie Schwartz
Senior Vice President
Research and
Thought Leadership
Dianne Kim
Research Associate
Abbreviated
Summary
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Abbreviated Summary
ITSMA’s Brand Tracking Study tells the story of a market divide.
The US- and European-based companies are on top, while Indian
companies are still in the process of building and defining their brand.
Although 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.
Note: This Abbreviated Summary highlights some of the significant findings from
Professional Services and Solutions, 2012 Brand Tracking Study.
A more in-depth analysis can be found in the full report.
Brand Attribute Performance Very
Weak
1 Very
Strong
7
4 2
3 5 6
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ITSMA’s Professional Services and Solutions, 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 conducting the Professional Services
Brand Tracking study for more than a decade, and
continues 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.
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ITSMA Brand Tracking Study | 2012 Professional Services and Solutions
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Brand awareness.
For the 12th year in a row,
IBM tops the list for unaided
awareness, with HP and
Accenture holding
steady with the 2nd and 3rd
spots, respectively.
Dell increases its unaided
awareness considerably
compared to last year,
boosting it to the 4th spot.
Unaided Awareness
Which companies come to mind when you think of consulting and technology services? % of Respondents (N=460) 52.0
25.2 18.3
12.6 10.4 9.8
7.4 6.7 6.7 6.7 6.3 5.7 5.4 4.6
3.3 2.6 2.6 2.4 2.2 2.2 1.5 1.5 1.3
IBM Global ServicesHewlett-Packard
AccentureDell
DeloitteCapgemini
Computer Sciences CorporationKPMG
MicrosoftSAP
OracleInfosys
PricewaterhouseCoopers/PwCErnst & Young
Tata Consultancy ServicesCognizant Technology Solutions
T-SystemsAtos/Atos Origin
CiscoWipro
GartnerSiemens
Andersen…
Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study
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Market positioning.
Strong brands are getting stronger. However,
the velocity of change in this environment
presents 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
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Brand attribute importance.
The economy may be starting to
show signs of recovery, but buyers
are still looking for solution
providers that will deliver
on time and budget with
the least amount of risk.
Innovation is secondary.
Attribute Importance
When you and your company are selecting a consulting and technology services provider, how important is it that this vendor: Mean Rating (N=460)
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
6.4
6.3
6.2
6.2
6.0
6.0
5.8
5.8
5.6
5.6
5.3
5.2
5.0
Delivers on time and on budget
Is a consistent and reliable provider of services
Is accessible and responsive
Works collaboratively with you
Is able to save you money while also adding value
Understands your business needs and objectives
Is proactive in its approach to problem solving
Is flexible and adaptable
Has a proven track record backed by customer references from companies similar to yours
Is more of a trusted business partner than a vendor
Has deep knowledge of your industry or domain
Regularly brings to market innovative solutions that drive better business results
Prices solutions based on business outcomes or “pay for results”
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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 that
perform best on brand attributes important to
buyers: Deloitte, Cognizant, Dell, IBM, Ernst & Young, and
iGATE #psbrand12
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Innovative Tools
ITSMA relies on several innovative tools to
help companies dig deeper into brand analysis
and increase the impact of their brand
research investments.
ITSMA’s Brand Equity Index
enables companies to construct a single overall
score that integrates a variety of critical brand
data points. The index allows companies to
track changes in the brand strength over time,
in addition to making competitive
comparisons. Metrics incorporated in the
Brand Equity Index include unaided
awareness, aided awareness, preference,
familiarity, and favorability.
ITSMA’s Innovative Tools
Weight (%) Metric
Company A
Company B
Company C
Company D
30 Unaided awareness
36.8 10.0 16.8 5.6
10 Aided awareness
100.0 100.0 93.2 88.0
20 Top of mind 22.0 4.4 10.8 2.0
20 Familiarity 3.8 3.1 2.7 2.9
20 Favorability 3.7 3.8 3.4 3.7
BEI Score 55.5 41.6 40.8 37.0
ITSMA’s Brand Equity Index (BEI)
Source: ITSMA
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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
ITSMA’s Brand Investment Matrix
maps the attributes clients or prospects consider
most important in a services provider against their
assessment of the way companies are performing
in those areas. Understanding priorities helps a
company construct specific messages that
resonate with the target audience, as well as focus
marketing investments in the most efficient
manner.
Competitive Gap Analysis
compares a company’s strengths and
weaknesses relative to specific competitors.
Source: ITSMA, 2012
ITSMA’s Innovative Tools
ITSMA Brand Investment Matrix
Gap Analysis:
Company A vs. Company D
Promote
A Delivers on time and on budget
B Is a consistent and reliable provider of services
C Is accessible and responsive
D Is able to save you money while also adding value
E Works collaboratively with you
Build & Emphasize
F Is proactive in its approach to problem solving
G Understands your business needs and objectives
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Study
Methodology Between August and October 2012, ITSMA
completed telephone-based interviews in the US,
the UK, France, Germany, and Brazil with 460 IT
and business executives who either provide input
into or authorize the purchase of IT professional
services and solutions.
The interviews were designed to assess the brand
awareness, market positioning, and brand
attribute performance of the major industry
services providers and explore key market drivers.
For the purposes of this study, ITSMA defines
professional services as:
Technology and/or related business services
(such as consulting, systems integration or
implementation, or outsourcing) valued at
$100,000 or more.
Countries Represented % of Respondents (N=460)
Respondent
Perspective % of Respondents (N=460)
Role in Purchasing
Professional
Services % of Respondents (N=460)
Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study
US 44%
UK 24%
Germany 12%
France 11%
Brazil 10%
IT 64%
Business 36%
Have input 56%
Authorize spending (and have
input) 44%
Respondent Demographics
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Study respondents all held director, vice
president, or C-level positions and
represented organizations in eight vertical
markets with revenue or operating
budgets ranging from $100 million to over
$20 billion.
Respondent Titles % of Respondents (N=460)
Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study
Organization Size Annual Revenue % of Respondents (N=460)
Industry
Sector % of Respondents (N=460)
30
22
12
36
Director/Assistant VP
VP/Senior VP
GeneralManager/President
CXO, such asCIO, CEO, or
COO
15
10
21 20
10 8
16
$100–299M
$300– 499M
$500–999M
$1– 4.9B
$5– 9.9B
$10–20B
>$20B
54% with $1B or more in
annual revenue
USD
20
14
12
10
10
8
8
7
11 Other
Consumer Packaged Goods (CPG)
Retail/Wholesale
Government/Public Sector
Healthcare
Energy/Power/Utilities/Mining/Oil/Gas
Financial Services [Banking, Insurance (except healthcare), and investments]
Manufacturing
Respondent Demographics
Life Sciences/Pharmaceuticals
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Table of Contents for Professional Services and Solutions, 2012 Brand Tracking Study
For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA Email: [email protected] Phone: +1-781-862-8500, Ext. 112
Slide
Executive Summary 4
Key Findings 5
Study Overview 15
Study Methodology 16
Respondent Demographics 17
Brand Equity 22
Top of Mind (Unaided) 23
Unaided Awareness 25
Aided Awareness 27
Familiarity 28
Familiarity: Another Look 29
Favorability 30
Brand Equity Index 31
Market 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
Marketing Vehicles 44
Crosstabs 47
By Country 47
By Job Role 66
By Title 85
By Size of Company 104
By Region 123
Buy the Study http://www.itsma.com/research/professional-
services-and-solutions-2012-brand-tracking-study/