How to be a chameleon the e-market
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Branding is an elusive art. There are no hard and fast rules, for branding has to change, chameleon-like, with market opportunity.

The ability to trade on brand within the European e-business services landscape is important to extending client relationships and winning new business. According to a new study, a preferred service provider should be chosen bearing the type of e-business project in mind. Service firms that understand this stand the best chance of succeeding.

Service providers that understand where the opportunities lie can position their organizations more effectively.

Studied approach
Service providers have pushed ‘speed to market’ with their e-business branding messages. But European organizations take a more studied approach to e-business, quantifying its effect on their employees, infrastructure, business processes, and competitive positioning.

“Building corporate awareness is the easy part,” said Euan Davis, senior research analyst with IDC’s European eBusiness Services program. “To ensure that the brand is current, one needs to have a good understanding of the European services marketplace. Potential clients associate types of service provider with types of investment; therefore, how a service provider is perceived determines how strong its market play can be. The larger service providers possess an enormous service capability – to capture mindshare and opportunity, their organizations should mimic the preferred type.”

Strong sell
Companies should emphasize their technical skills, as technical ability is a strong sell in Europe. “Service providers with a strong heritage in system integration and technical ability should push these messages into their branding efforts. From a positioning perspective, technical ability and industry expertise are winning plays; speed to market is not,” said Davis.

Leadership and innovation still go far in generating brand, and centers for innovation are still relevant today. Services firms should adapt their approach to the locality, and showcase the company culture. Contrary to the Nike philosophy, says the report, one brand does not fit all cultures. European dynamics come into play within the decision-making process – areas of investment vary, as do the qualities sought from the service provider.

“The culture and the personality of the service provider expressed through these outlets will feed its image and brand,” Davis concluded.

When it works, it’s wonderful
Brand effectiveness is dynamic. It is measured by its alignment with market opportunity, the qualities potential customers look for, and the ability of the service provider to drive the message into the marketplace. When they all work together, the brand thrives.

Opportunity and Brand: European Perceptions (IDC #RE01H) quantifies the success of brand within the European ebusiness services marketplace. End-user research examines market perceptions of vendor brand strategy and places these within a competitive context. This study identifies what constitutes a successful brand in Europe and which service providers lead the market.

IDC helps clients gain insight into technology and ebusiness trends to develop business strategies. Using a combination of primary research, analysis, and client interaction, the company forecasts worldwide markets and trends to deliver dependable service and client advice.


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