In an increasingly crowded and highly competitive market for IT services and consulting, there is one brand awareness leader; yet the market remains fragmented with opportunity for contenders to gain ground. ITSMA’s Professional Services and Solutions: 2013 Brand Tracking Study helps services providers understand buyer attitudes and beliefs, their company’s brand equity, current and/or aspired market positions, and buyers’ perceptions of performance. ITSMA has been of conducting the Professional Services Brand Tracking study for more than a decade, and continues to see US- and European-based companies continue to lead their offshore-centric peers. While the 2013 study results reinforced the dominance of a few leading brands, it also revealed plenty of opportunities in the market. Study Scope ITSMA’s 2013 Professional Services and Solutions Brand Tracking Study provides a balanced look at measures of: • Brand equity. Awareness, familiarity, preference • Brand attribute performance. Brand attribute perception and message relevance The study also provides data and analysis on key areas of buyers’ behavior, including:  Perception of Services Provider Performance. Which attributes are most important to buyers when selecting a vendor? Which companies excel in these attributes?  Perception of Services Provider Market Position. How do buyers position service providers? Consultants? Technology experts? Or outsourcers? This study delivers the data study services providers need to validate internal assumptions, improve marketing strategies and tactics, and hone their brand communication. Study Methodology Between September and November 2013, ITSMA completed telephone-based interviews in the US, the UK, France, Germany, Australia, and Brazil with 466 IT and business executives who either provide input into or authorize the purchase of IT professional services and solutions. The interviews were designed to assess the brand awareness, market positioning, and brand attribute performance of the major industry services providers and explore key market drivers. For the purposes of this study, ITSMA defines professional services as: Technology and/or related business services (such as consulting, systems integration or implementation, or outsourcing) valued at $100,000 or more. Study respondents all held director, vice president, or C-level positions and represented organizations in eight vertical markets with revenue or operating budgets ranging from $100 million to over $20 billion. This sponsored research initiative represents the 13th iteration of ITSMA’s flagship brand awareness and tracking study focusing on IT professional services and solutions.

1. Professional Services and Solutions
2013 Brand Tracking Study
Abbreviated Summary | December 2013
Julie Schwartz, Senior Vice President,
Research and Thought Leadership
Dianne Kim, Research Associate

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions
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Abbreviated Summary
In an increasingly crowded and
highly competitive market for IT
services and consulting, there is
one brand awareness leader;
yet the market remains
fragmented with opportunity for
contenders to gain ground.
ITSMA has been of conducting
the Professional Services Brand
Tracking study for more than a
decade, and continues to see
US- and European-based
companies continue to lead
their offshore-centric peers.
Note: This Abbreviated Summary highlights some of the significant findings from
Professional Services and Solutions, 2013 Brand Tracking Study.
A more in-depth analysis can be found in the full report.

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions
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ITSMA’s Professional Services and Solutions, 2013 Brand
Tracking Study helps services providers understand buyer
attitudes and beliefs, their company’s brand equity,
current and/or aspired market positions, and buyers’
perceptions of performance.
While the 2013 study results reinforced the dominance of a
few leading brands, it also revealed plenty of opportunities
in the market.
This sponsored research initiative
represents the 13th iteration of
ITSMA’s flagship brand awareness
and tracking study focusing on
professional services and solutions.
www.itsma.com | BPS012AS | 3© 2013 ITSMA. All rights reserved. Reproduction or forwarding of this document to others is prohibited.
ITSMA Brand Tracking Study | 2013 Professional Services and Solutions

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ITSMA Brand Tracking Study | 2013 Professional Services and Solutions
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Brand awareness.
For the 13th year in a row,
IBM tops the list for
unaided awareness, with
Accenture and HP
gaining ground with the 2nd
and 3rd spots, respectively.
Deloitte’s unaided
awareness increased
considerably compared to last
year, boosting it to the 4th spot.
Unaided Awareness
Note: Multiple responses allowed.
Other includes companies mentioned only once.
Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study
IBM
Accenture
Hewlett-Packard
Deloitte
Dell
Capgemini
KPMG
PricewaterhouseCoopers
EY
SAP
CSC
Microsoft
Infosys
Tata Consultancy Services
Oracle
HCL
T-Systems
Wipro
Cognizant
Atos
McKinsey
Boston Consulting Group
Cisco
BearingPoint
Data3
EMC
Dimension Data
Which companies
come to mind when
you think of
technology
consulting and
services?
% of Respondents
(N=466)

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Market positioning.
Most companies are strongly positioned as
consultants; fewer as technology specialists.
 IBM, HP, and CSC lead the group as
software and application
services providers, with a robust
list of followers
 IBM, Capgemini, HCL, and TCS are
strongly positioned as outsourcing
service providers
 IBM and HP are leaders in IT
security solutions
 IBM shines as the leading cloud
solution provider with only HP in
the contender spot—this category
offers an open field for most companies
to improve positioning

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Brand attribute
importance.
When selecting services
providers, buyers focus
on competing firms’
understanding of
their business needs
and ability to
save them money
while adding
value
Attribute Importance
When you and your company are selecting a
technology consulting and services provider, how
important is it that this provider: Mean Rating (N~454)
Dotted lines indicate “tiers” of importance based on statistical testing.
Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study
Understands your unique business needs
Is able to save you money while also adding value
Leverages technology to achieve your business goals,
not just your IT objectives
Is proactive in its approach to problem solving
Has a proven track record backed by customer
references from companies similar to yours
Has deep knowledge of your industry or domain
Is more of a trusted business partner than a vendor
Regularly brings to market innovative solutions
that drive better business results
Uses data and analytics to optimize business processes
Comes to the table with intellectual property (IP)
in addition to talented people and experience
Prices solutions based on business outcomes
or "pay for results"
Has expertise in the latest technologies
such as cloud, mobile, social, and analytics
1
Not at all
Important
7
Very
Important

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Perceptions of service
provider performance.
Companies with the best performance
on the brand attributes that matter
most to buyers include Accenture,
IBM, EY, Deloitte, and KPMG.
Among offshore-centric players,
Cognizant is the top performer.
Tweet This!
Companies that
perform best on brand
attributes important to
buyers: Accenture,
Cognizant, IBM, EY,
Deloitte, and KPMG.

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Innovative Tools
ITSMA relies on several innovative tools to
help companies dig deeper into brand analysis
and increase the impact of their brand
research investments.
ITSMA’s Brand Equity Index
enables companies to construct a single overall
score that integrates a variety of critical brand
data points. The index allows companies to
track changes in the brand strength over time,
in addition to making competitive
comparisons. Metrics incorporated in the
Brand Equity Index include unaided
awareness, aided awareness, preference,
familiarity, and favorability.
ITSMA’s Innovative Tools
Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study
Services Provider BEI Score Status
Company A 58.7
Very
Strong
Company B 42.9
Company C 42.5
Company D 39.0
Strong
Company E 37.4
Company F 36.3
Company G 35.6
Company H 35.5
Company I 34.1 Solid
Company J 27.0
Building
Company K 26.9
Company L 24.4
Company M 24.2
Company N 21.4
Company O 19.7
DefiningCompany P 18.0
Company Q 17.7
ITSMA Brand
Equity Index
is based on
unaided
awareness, aided
awareness, top
of mind firm,
familiarity, and
favorability.
Based on the ITSMA Brand Equity Index (BEI) a market
divide persists with the US- and European-based
companies on top and the offshore-centric companies
trailing behind

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Delivers on time and on
budget
Is able to save you money
while also adding value
Has a proven track record backed by
customer references from companies
similar to yours
Regularly brings to market innovative
solutions that drive better business results
ITSMA’s Brand Investment Matrix
maps the attributes clients or prospects consider
most important in a services provider against their
assessment of the way companies are performing
in those areas. Understanding priorities helps a
company construct specific messages that
resonate with the target audience, as well as focus
marketing investments in the most efficient
manner.
Competitive Gap Analysis
compares a company’s strengths and
weaknesses relative to specific competitors.
Source: ITSMA, 2013
ITSMA’s Innovative Tools
ITSMA Brand Investment Matrix
Gap Analysis:
Company A vs. Company D
Promote
A
Delivers on time and on
budget
B
Is a consistent and reliable
provider of services
C Is accessible and responsive
D
Is able to save you money
while also adding value
E
Works collaboratively with
you
Build & Emphasize
F
Is proactive in its approach
to problem solving
G
Understands your business
needs and objectives

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Study
Methodology
Between September and November 2013, ITSMA
completed telephone-based interviews in the US,
the UK, France, Germany, Australia, and Brazil
with 466 IT and business executives who either
provide input into or authorize the purchase of IT
professional services and solutions.
The interviews were designed to assess the brand
awareness, market positioning, and brand
attribute performance of the major industry
services providers and explore key market drivers.
For the purposes of this study, ITSMA defines
professional services as:
Technology and/or related business services
(such as consulting, systems integration or
implementation, or outsourcing) valued at
$100,000 or more.
Countries Represented
% of Respondents
(N=466)
Respondent
Perspective
% of Respondents
(N=466)
Role in Purchasing
Professional
Services
% of Respondents
(N=466)
Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study
US
41%
UK
21%
Germany
11%
France
11%
Australia
11%
Brazil
6%
IT
57%
Business
43%
Have
input
52%
Authorize
spending
(and have
input)
48%
Respondent Demographics

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13
21
16
22
9
3
16
$100–
299M
$300–
499M
$500–
999M
$1–
4.9B
$5–
9.9B
$10–
20B
>$20B
Study respondents all held director, vice
president, or C-level positions and
represented organizations in eight vertical
markets with revenue or operating
budgets ranging from $100 million to over
$20 billion.
Respondent Titles
% of Respondents
(N=466)
Source: ITSMA, Professional Services and Solutions, 2013 Brand Tracking Study
Organization Size
Annual Revenue
% of Respondents
(N=466)
Industry
Sector
% of
Respondents
(N=460)
39
17
12
32
Director/
Assistant VP
VP/
Senior VP
General
Manager/
President
CXO, such as
CIO, CEO, or
COO50% with $1B or more in
annual revenue
USD
18
15
12
12
12
11
10
5
5
1
Respondent Demographics
Financial Services [Banking, Insurance
(except healthcare), and investments]
Manufacturing (other than consumer goods)
Energy/Power/Utilities/Mining/Oil/Gas
Healthcare (payer, provider, and benefits)
Consumer Packaged Goods (CPG)
Communications and Media
Retail/Wholesale
Pharmaceuticals/Life Sciences
Government/Public Sector
Other

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Table of Contents for Professional Services
and Solutions, 2013 Brand Tracking Study
For More Information
Julie Schwartz
Senior Vice President
Research and Thought Leadership
ITSMA
Email: jschwartz@itsma.com
Phone: +1-781-862-8500, Ext. 112
Slide
Executive Summary 4
Key Findings 5
Study Overview 17
Study Methodology 18
Respondent Demographics 19
Brand Equity 24
Top of Mind (Unaided) 25
Unaided Awareness 27
Aided Awareness 29
Overall Market Familiarity 30
Familiarity Among those Who Are Aware of Company 31
Favorability 32
Brand Equity Index 33
Market Positioning 37
Leaders and Contenders 38
Market Positioning 39
Brand Attribute Performance 42
Brand Attribute Importance 43
The Best Firms by Attribute 44
Brand Attribute Performance by Company 45
Additional Data 49
Factors Most Influential when Formulating the Shortlist 50
Willingness to Pay a Price Premium 51
Crosstabs 52
By Country 52
By Job Role 74
By Size of Company 94
By Region 114
By Vertical Market 134