In 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."