The new tool helps technology marketers to measure a brand's strength among competitors.
Kantar Media Research (KMR), a WPP (NASDAQ:WPPGY) company, has unveiled a new syndicated study for business-to-business technology marketers. BrandVibe allows technology marketers to measure their brand's relative strength among product category competitors.
The new tool measures over 60 technology brands across eight categories, including desktop PCs, notebook PCs, handhelds, servers, operating systems, printers, networking products, and telecommunication products. Within each technology category, the tool classifies potential customers' relationship to the brand, based on their awareness of the brand, its sustainability, acceptance, and the connection buyers feel to it. Reports are available by subscription.
"For technology marketers, this is the first tool to provide an independent and comprehensive measure of their brand's value among the most important B2B technology buyers," Tony Incalcatera, executive vice president and chief operating officer of KMR U.S., said in statement.