ITSMA’s Professional Services: 2012 Brand Tracking Study

Abbreviated Professional Services and Solutions
Summary 2012 Brand Tracking Study

Julie Schwartz
Senior Vice President
Research and
Thought Leadership

Dianne Kim
Research Associate

ITSMA Brand Tracking Study | 2012 Professional Services and Solutions

Abbreviated Summary
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.

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.
3 4 5
2 6
1 7
Very Very
Weak Brand Attribute Performance Strong

© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited. www.itsma.com | BPS012AS | 2


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.


Unaided Awareness
Brand awareness. Which companies come to mind when you
think of consulting and technology services?
For the 12th year in a row, % of Respondents (N=460)
IBM tops the list for unaided IBM Global Services 52.0
Hewlett-Packard 25.2
awareness, with HP and Accenture 18.3
Dell 12.6
Accenture holding Deloitte 10.4
Capgemini 9.8
steady with the 2nd and 3rd Computer Sciences Corporation 7.4
KPMG 6.7
spots, respectively. Microsoft 6.7
Dell increases its unaided SAP
Oracle
6.7
6.3
Infosys 5.7
awareness considerably
PricewaterhouseCoopers/PwC 5.4
compared to last year, Ernst & Young 4.6
Tata Consultancy Services 3.3
boosting it to the 4th spot. Cognizant Technology Solutions 2.6
T-Systems 2.6
Atos/Atos Origin 2.4
Cisco 2.2
Wipro 2.2
Gartner 1.5
Siemens 1.5
Andersen 1.3
…
Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study



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

Attribute Importance
Brand attribute importance.
When you and your company are selecting a
The economy may be starting to consulting and technology services provider,
show signs of recovery, but buyers how important is it that this vendor:
Mean Rating (N=460)
are still looking for solution
providers that will deliver Delivers on time and on budget 6.4
Is a consistent and reliable provider of services 6.3
on time and budget with
Is accessible and responsive 6.2
the least amount of risk. Works collaboratively with you 6.2
Innovation is secondary. Is able to save you money while also adding value 6.0
Understands your business needs and objectives 6.0
Is proactive in its approach to problem solving 5.8
Is flexible and adaptable 5.8
Has a proven track record backed by customer references from companies similar to yours 5.6
Is more of a trusted business partner than a vendor 5.6
Has deep knowledge of your industry or domain 5.3
Regularly brings to market innovative solutions that drive better business results 5.2
Prices solutions based on business outcomes or “pay for results” 5.0

Note: Mean rating based on a 7-point scale where 1=not at all important and 7=very
important.



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


ITSMA’s Innovative Tools

Innovative Tools
ITSMA relies on several innovative tools to ITSMA’s Brand Equity Index (BEI)
help companies dig deeper into brand analysis
Weight Company Company Company Company
and increase the impact of their brand (%) Metric A B C D
Unaided
research investments. 30
awareness
36.8 10.0 16.8 5.6

Aided
10 100.0 100.0 93.2 88.0
ITSMA’s Brand Equity Index awareness

enables companies to construct a single overall 20 Top of mind 22.0 4.4 10.8 2.0
20 Familiarity 3.8 3.1 2.7 2.9
score that integrates a variety of critical brand
20 Favorability 3.7 3.8 3.4 3.7
data points. The index allows companies to
BEI Score 55.5 41.6 40.8 37.0
track changes in the brand strength over time,
Source: ITSMA
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
ITSMA’s Brand Investment Matrix ITSMA Brand Investment Matrix Promote
maps the attributes clients or prospects consider Delivers on time and on
A
budget
most important in a services provider against their Is a consistent and reliable
B
provider of services
assessment of the way companies are performing
C Is accessible and responsive
in those areas. Understanding priorities helps a D
Is able to save you money
while also adding value
company construct specific messages that Works collaboratively with
E
you
resonate with the target audience, as well as focus Build & Emphasize

marketing investments in the most efficient F
Is proactive in its approach
to problem solving
manner. G
Understands your business
needs and objectives

Competitive Gap Analysis Gap Analysis:
compares a company’s strengths and Company A vs. Company D
weaknesses relative to specific competitors. 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
Source: ITSMA, 2012


Respondent Demographics

Study Countries Represented
% of Respondents
Brazil
10%

Methodology (N=460) France
11%
US
44%
Between August and October 2012, ITSMA Germany
12%
completed telephone-based interviews in the US,
the UK, France, Germany, and Brazil with 460 IT
UK
and business executives who either provide input 24%
into or authorize the purchase of IT professional
Respondent
services and solutions. Business
Perspective 36%
% of Respondents
The interviews were designed to assess the brand (N=460)
awareness, market positioning, and brand IT
attribute performance of the major industry 64%

services providers and explore key market drivers.

For the purposes of this study, ITSMA defines Role in Purchasing Authorize
Professional spending
professional services as: Services (and have
input) Have
% of Respondents
44% input
Technology and/or related business services (N=460)
56%
(such as consulting, systems integration or
implementation, or outsourcing) valued at
$100,000 or more. Source: ITSMA, Professional Services and Solutions, 2012 Brand Tracking Study


Respondent Demographics
Study respondents all held director, vice
Respondent Titles
president, or C-level positions and % of Respondents
(N=460)
represented organizations in eight vertical 36
markets with revenue or operating 30
budgets ranging from $100 million to over 22
$20 billion.
12
Organization Size
Annual Revenue Director/ VP/ General CXO, such as
% of Respondents Assistant VP Senior VP Manager/ CIO, CEO, or
(N=460) 54% with $1B or more in President COO
annual revenue
Industry
21 11 Other
20 Sector
% of 7 Consumer Packaged Goods (CPG)
16 Respondents
15 8 Retail/Wholesale
(N=460)
8 Life Sciences/Pharmaceuticals
10 10
8 10 Healthcare

10 Government/Public Sector
Energy/Power/Utilities/Mining/
$100– $300– $500– $1– $5– $10– >$20B 12
Oil/Gas
299M 499M 999M 4.9B 9.9B 20B
Financial Services [Banking, Insurance
14
USD (except healthcare), and investments]

20 Manufacturing



Table of Contents for Professional Services
and Solutions, 2012 Brand Tracking Study
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 For More Information
Marketing Vehicles 44
Julie Schwartz
Crosstabs 47
Senior Vice President
By Country 47
Research and Thought Leadership
By Job Role 66
ITSMA
By Title 85
Email: jschwartz@itsma.com
By Size of Company 104
Phone: +1-781-862-8500, Ext. 112
By Region 123


ITSMA’s Professional Services: 2012 Brand Tracking Study

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ITSMA’s Professional Services: 2012 Brand Tracking Study