Impact Appraisal: Consumers Respond to Technology Branding Campaigns

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Summary

Brand recognition among consumers varies globally and influences their propensity to recommend. Expanding brand awareness is critical to drive future purchase considerations.

Table of Contents

  • Analysis
  • Impacts and Recommendations
    • Consumers in emerging markets respond better to legacy, product-oriented brands as opposed to service-oriented brands, necessitating that providers adapt their marketing campaigns to the maturity of the market
    • Consumers are more likely to recommend a brand that they are familiar with, necessitating that TSPs increase their marketing budgets if they hope to influence "brand promoters"
    • Consumers generally place the highest importance on product/service quality, so TSPs should devote most of their branding energy toward this aspect of their marketing campaigns
    • Methodology of Gartner Survey
  • Recommended Reading
© 2012 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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