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Before and After: Quantifying the Impact of Changing Consulting Brands in CanadaProduct Type: Market Research ReportPublished by: IDC Published: June 2004 Product Code: R104-15771 Description
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." Table of Contents Table 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 |
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