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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.
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