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How successful are IT Brands?

author-image
PCQ Bureau
New Update

The real success of a brand is not realized by how many consumers currently

own it, but also by what it does to remain successful in the future. That's

because current ownership is only a projection of the efforts put in by a brand

in the past. It's a feel good factor at best that all those efforts have really

paid off. But unless those efforts are sustained, it won't enjoy the same level

of ownership in the future.

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Over the years, we've been tracking how successful various IT brands have

been amongst their target audience. Our methodology for measuring this success

has also evolved over the years. Earlier we used to measure success by

identifying the key IT brands that users are likely to purchase in the near

future. This gave a simple and straightforward ranking of various brands by the

intention to purchase.

Later, we evolved the methodology further to also track brand loyalty, i.e.

how many existing customers of a particular brand are likely to continue using

it and how many will shift to other brands. This helped us track changes in

brand preferences. Over the recent past, we've evolved this methodology even

further to understand how persuasive different brands are, what sort of a pull

do they enjoy, and lastly, based on these two parameters and the current

ownership of the brand, we determine the future readiness of the brand. In other

words, we try to predict what sort of a consumer share is it likely to enjoy in

the future, given its current situation. This gives a more accurate picture of a

brand's success.

Anil

Chopra, Editor




anilc@cybermedia.co.in

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There are a couple of interesting changes we've observed in the buyers'

preferences this year over the last. For one, there's less uncertainty in the

buyers' minds about which brands are they likely to purchase in the future. Last

year, there was a lot of uncertainty on this front.

We have another very interesting observation from the results as well.

There's no slow down in the intention to purchase different IT brands. In fact,

this time, we noticed an increase in the number of CIOs who're likely to

purchase IT brands across all 25 categories we tracked in the enterprise IT

brands category. On an average there was a 25% increase across all categories.

So it's only natural to assume that if the intention to purchase exists among

more people, there is going to be more buying happening in the market as

compared to last year.

These are some of the things we've tracked in our story on India's favorite

IT brands this time. Plus, we've honored the most future ready brands with the

coveted Users' Choice Award. And of course, there's a buying guide that goes

beyond perceptions and into hardcore aspects of what to look for when purchasing

IT products and services. I look forward to your feedback. Enjoy reading this

issue.

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