The findings were based on data from a survey of 9,500 global consumers and 450 business decision-makers who assessed 64 B2B-focused brands. To qualify for the study, a brand had to be on the Fortune Global 500 list and it had to have over 50% of its revenue come from B2B operations.
Besides increasing the likelihood of purchase, high consumer awareness was also linked to better financial performance: When the 10 most-known B2B brands examined were compared with the 10 least-known, those with high consumer awareness had 27% more growth in stock value between 2010 and 2013, and 31% greater growth in revenue.
Among the brands examined, tech companies (Google, Microsoft, and Intel) were determined to be the most "relevant"—i.e., general consumers both know the companies and feel an attachment to them.
However, another tech titan, Huawei, was cited in the report for being "known but not relevant"—meaning consumers recognize its name but are unsure what it does and do not feel a connection to the brand.
About the research: The report was based on data from a survey of 9,500 global consumers and 450 business decision-makers.
Oh, boy. The dreaded sign up form.
Before you run for the hills, we wanted to let you know that MarketingProfs has thousands of marketing resources, including this one (yes, the one behind this sign up form), entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may also like:
- The Brands Americans Feel Most Intimately Connected to During COVID-19
- The 25 Most Valuable Global Brands in 2020
- Five Tips for Making Company-Culture Videos That Captivate Your Customers' Hearts (Article 2 of 3)
- The 10 Most Valuable Global Brands in 2020
- The Most Significant Challenges to B2B Brand-Building