Brand Spankin' News!: Exploring the Brand Reach and Preference of Key ICT Brands in the US Enterprise Business Market Part: 5 of 5

This iDRD (Insight-based Data-Rich Deliverable) is part of the Enterprise Business and Customer Experience Model subscriptions. This insight, based on a survey completed in the 2nd quarter of 2007, discusses and analyzes the importance of branding in the Enterprise business market, specifically the difference between brand reach and brand preference. Enterprise business consists of a business entity with 1000+ employees across all locations. In addition, responses from 1000+ IT decision-makers provide both direct and in-direct factors that have an impact on customer perception of satisfaction, including touch-points, best/worst practices, influencers and perceptions, “perception altering” events, and service quality and customer service. This insight focuses on survey responses by IT decision-makers in the Enterprise size segment or those with 1000 or more employees. The Expert Guide for this deliverable is Kneko Burney.

Additional Information

Sources: Compass Intelligence’s segment and market forecasts, which include business expenditures, market demographics, and usage and adoption statistics are built using multiple sources, including proprietary Compass Intelligence research. These sources include, but are not limited to, secondary research, government data and statistics (e.g. Department of Commerce, Federal Communication Commission, Bureau of Labor Statistics and US Census Bureau), primary research, vendor-based research and in-depth interviews with key decision-makers, where relevant. Compass Intelligence selects data sources to provide greatest degree of perspective on each market or segment, in addition to the highest level of data accuracy, stability, and consistency over time.