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Before and After: Quantifying the Impact of Changing Consulting Brands in CanadaPublished by: IDC Published: Jun. 16, 2004 - 26 Pages Table of ContentsTable of Contents IDC Opinion In This Study Methodology Definitions Situation Overview Introduction Changing Brands: Who, What, When & Why Table: Timetable of Brand Changes Reasons Behind Brand Change Brand Meanings and Objectives Brand Changes: Bad Timing Brand Awareness in the Canadian Marketplace Figure: Brand Awareness 1999-2003 Branding Campaigns: Target Audience ? Business Executives Figure: Brand Awareness 2003: Business Executives vs. IT Executives Figure: Brand Awareness 2002 & 2003: Business vs. IT Executives Familiarity in the Canadian Marketplace IT Executive Familiarity Figure: Total Familiarity 1999-2003 (IT Executives) Figure: Average Total Familiarity Over Time: Re-branded vs. No Brand Change Group (IT Executives) Business Executive Familiarity Figure: Familiarity: Business Executives for 2002 & 2003 Impact of Brand Change on Perceptions Perception Scores 2003 Figure: Total Attribute Scores - 2003 Perception Scores on Top 6 Attributes ? Before and After Re-branding Figure: Top 6 Perception Scores - Before & After Brand Change Future Outlook More Changes on the Way Brand Optimization Figure: Building a Better Brand Areas for Further Research Essential Guidance Actions To Consider Learn More Related Perception Research Related Consulting & Integration Research Methodology Definitions Synopsis AbstractIn order to fully understand the impact of re-branding exercises on perceptions in the Canadian consulting and integration marketplace, IDC Canada has undertaken a deeper study of recent perception data. Specifically the brand changes for Accenture, BearingPoint, Cap Gemini Ernst & Young and Fujitsu Consulting are examined with respect to brand awareness, familiarity and perception scores. "Re-branding your company name is unlikely to shift the existing perceptions of your firm in the Canadian consulting & integration marketplace," says Barbara Hall, Program Manager of Canadian consulting & integration research at IDC Canada. "The big issue facing consulting firms is how to manage their new brands more effectively. Despite the necessity for aggressive brand building campaigns after re-branding, prevailing market conditions forced these firms to make significant marketing budget cuts, particularly for brand awareness building. With the market at a turning point, IDC suggests that these firms begin to ramp up their brand building activities to capitalize on the improved forecast for the market." Get Full Details About This Report >> |
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