Treatment of Company and Product Names in Gartner Research

Gartner strives to reproduce company and product names exactly as they appear on a vendor’s website. The foundation of our style is the Associated Press (AP) Stylebook. However, we sometimes break with AP in an effort to ensure that our research represents what our clients see in the marketplace.


Gartner applies the following style points when presenting company and product names:

  • Company names are presented in full on first reference, as they appear on the “About the Company” page of a company’s website. Capitalization, spelling, spacing and punctuation are reproduced exactly. However, we do not reproduce “textual effects” such as backward letters, bold or italic type, and varying point sizes and fonts.

  • When the About the Company page gives contradictory guidance, we always go with the longest version of the name on first reference – regardless of where the name occurs on the page. This placement can include logos, copyright lines, addresses, or text. We do not rely on the logo for guidance on spacing or capitalization. 

  • Product names are treated the same as company names, and the product landing page is the gold standard for determining the proper presentation.

  • Ampersands are used only if they are part of the company’s formal name, but not otherwise in place of “and.”

  • A lowercase “the” is used unless it is part of the company’s formal name.

  • “Inc.,” “Corp.,” “GmbH” and similar abbreviations are omitted, as are their expanded forms (e.g., “Incorporated”).

  • Company and product names are rendered as current at the time of publication. Gartner does not update published research after company rebranding efforts, mergers or acquisitions.

  • We do not reproduce trademark, copyright or service mark symbols.