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, Adobe emerged as the brand with the highest score among B2B brands.
CATEGORY:
multimedia graphics
and publishing
software
WINNER:
| ACPP Score | |
|
|
| Awareness | 94% |
| Consideration | 85% |
| Preference | 72% |
| Purchase Intent | 67% |
| Brand Impact Score | .91 |
|
|
| Brand Power Rating | .83 |
| Brand Reputation Rating | .95 |
| Judge's Rating | 1.00 |
Award Accepted By:
John Travis
Judges Comments
Once a vendor finds a comfortable home within businesses, it is difficult for competitors to move into the neighborhood. And if the competition is facing a player with products and services as excellent as Adobe’s, it might be easier to just pull up stakes and find another town. When you find vendors display market and technical leadership together, as in the case of Adobe, superlatives are well-earned and fully deserved.
Corel has zero marketing budget, a good product line and one of the loyalist followings in the segment. It shows loyalty does count for something.
Adobe is making great products and does a good job of investing in their brand. They have the product breadth, a strong master brand and goes after the market broadly.
| Top B2B Brand Impact Scores | ||
| Category | Brand | Score |
| Multimedia, Graphics, Publishing Software | Adobe | .905 |
| Semiconductors | Intel | .876 |
| Transaction Security | VeriSign | .876 |
| Networking/Communication Devices | Cisco | .856 |
| Smartphone Business | RIM Blackberry | .846 |
| Security Software | Symantec | .828 |
