Business brands have long way to go on Internet, study shows

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Stamford, Conn.--If Internet marketing is ultimately about extending the corporate brand, a study released Friday shows that most business-to-business companies aren't yet getting passing grades. Brand strategy and research consultants Corporate Branding L.L.C., Stamford, Conn., polled 300 business strategists and found that 42% couldn't name anybody as a powerful Internet business-to-business player. Moreover, predominantly consumer AOL ranked top with 11% awareness, followed by Yahoo! (8.3%), Microsoft Corp. (7.3%), (5.3%), Netscape (4%), Barnes & Noble (4%), IBM Corp. (3.7%) and Dell Computer Corp. (3.7%). Forty-three other companies trailed with less than 2%. ``This shows there are still lots of opportunities for growth in b-to-b brands,'' said James Gregory, Corporate Branding CEO.
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