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Brand image detrimental for ISP success: IDC study

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Brand image detrimental for ISP success: IDC study

According to a recent study by IDC, a leading international Information Technology research outfit, brand image is essential to an Internet Service Provider’s (ISP) success. The factors that contributed to a positive brand just a year ago may now in fact be detrimental to its very survival.

IDC recently surveyed 125 US executives involved in the selection of service firms for their companies’ Web initiatives in order to determine the role that brand plays in corporations’ choice of an Internet services firm. As with most business decision-making, an emotional element is involved in choosing an Internet services firm.

Selecting between service providers is a complicated process involving memory, impression, and experience. All these components affect the service provider’s image, the report said.


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Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...