B2B Brand of the Year
B2B Brand of the Year is awarded to the single brand that has the highest Brand impact score of B2B brands measured in this year’s study. The Brand impact score is derived by combining three different metrics into a single score. This year, Cisco emerged as the brand with the highest score among B2B brands. as a note, this is also the year the company launched a new brand identity and “The Human network” campaign.
CATEGORY:
Networking /
Communication
Devices
WINNER:
| ACPP Score | |
|
|
| Awareness | 93% |
| Consideration | 87% |
| Preference | 79% |
| Purchase Intent | 72% |
| Brand Impact Score | .92 |
|
|
| Brand Power Rating | .85 |
| Brand Reputation Rating | .97 |
| Judge's Rating | 1.00 |
Award Accepted By:
Mike Sanchez
Judges Comments
"Cisco has one of the highest brand power ratings and reputation scores we’ve seen."
"There’s a huge difference in this category in terms of how these companies touch people. Cisco has
a broad product set including consumer. They touch so many more people."
"Nortel is a legacy brand, old age. They don’t market particularly well."
"The Cisco brand can only get stronger. They have done a terrific job with their rebranding effort and
reaching out to consumers. They have a message that reaches out to you emotionally."
| Top Brand Impact Scores | ||
| Category | Brand | Score |
| Networking/Communication Devices | Cisco | .920 |
| Multimedia, Graphics, Publishing Software | Adobe | .900 |
| Semiconductors | Intel | .860 |
| Messaging, Conference and Communications | Microsoft Live Meeting | .840 |
| Antivirial/Security Software | Symantec | .840 |
