Name Is The Game for IBM

If someone asked you to quickly name the first professional services and e-business consulting brand name that comes to mind, what would you say? Well, if you said IBM, then sit back and smile smugly: you matched the responses of 400 Fortune 1000 company execs from healthcare organizations, government agencies and dot-coms. In a study conducted by ITSMA, a Lexington, Mass.-based company providing advisory services on marketing, branding and sales practices, IBM Global Services ranked first in unaided brand awareness and placed near the top for aided awareness. The companies, after IBM, to which people in high places claimed unprompted mental access: Andersen Consulting (now Accenture), Arthur Andersen, EDS and Oracle.

Data Points*: January 2001
–IBM Global Services is ascendant:
IBM increased its unaided awareness from 24 percent to 40 percent since the last survey (Summer 2000).

–And it’s taking no prisoners:
The gap between IBM and its closest competitor in unaided awareness tests has widened since the last survey.

–Oh, now that you mention it:
Both Hewlett-Packard and Oracle tied for first in aided awareness tests, followed closely by IBM Global services.

Source: ITSMA Professional Services and E-Business Solutions Brand Awareness Study January 2001. Interviews conducted between December 2000 and January 2001.

*Definitions:
Unaided Awareness: ITSMA asked respondents to name the firms they are aware of that provide e-business consulting and Internet professional services. Interviewers did not prompt the respondents or read a list for this question.

Aided Awareness: During the interview, ITSMA read respondents a list of 25 firms to determine which of the firms the respondents were aware of as e-business consulting and Internet professional services providers.