This is the sixth in a series of articles about some of the findings from the 2011 Big Broadcast Survey (BBS), a global study of broadcast industry trends, technology purchasing plans, and benchmarking of broadcast technology vendor brands. More than 8,000 people in 100+ countries took part in the 2011 BBS, making it the largest and most comprehensive market study ever done in the broadcast industry.
Each year, as part of the Big Broadcast Survey (BBS), we ask broadcast professionals worldwide to rank a variety of technology vendor brands on a wide range of metrics. We use this information to create a series of reports, which through benchmarking and industry “league tables” enable each vendors to understand its position in the market relative to their the industry as a whole as well as their direct competitors.
In previous articles we wrote about the 2011 BBS Overall Brand Opinion League Table, and the 2011 BBS Net Change in Overall Opinion League Table, which shows how our global sample of broadcast professionals ranked 118 broadcast vendor brands in terms of their overall opinion of these vendors, and also how their opinions have changed over time.
It’s obviously great news for the vendors who are listed in these rankings, and there were quite a few of them. A total of 43 brands were listed in the 2011 BBS Overall Brand Opinion League Table; and a total of 51 brands were listed in the 2011 BBS Net Change of Brand Opinion League Table.
This post looks at the companies that were listed in both the Overall Opinion and Net Change in Overall Opinion Rankings. In other words, these are the companies whose brands are held in high regard today, and who are perceived to be getting better over time.
Just 30 brands (out of 118) were listed in both sets of rankings, either globally or regionally.
These are shown below.
Please note that these results are shown in alphabetical order, NOT in the order in which they were ranked in the study.
2011 BBS Brand Opinion Leaders League Table:
There are a wide variety of companies on this list, including large and small firms; single product and multi-product firms; global and regional players; and audio and video technology providers.
What they have in common is strong brand recognition, and a dynamism that 2011 BBS respondents feel is making them even stronger.
Let’s look specifically at the how these companies and their products were ranked in the 2011 BBS, beginning with products and technology.
As shown in the chart below, these companies make products in 24 of the 26 product categories that we covered in the 2011 BBS.
The top products for brand leaders are split between audio and video – microphones and video editing.
2011 BBS Brand Opinion Leaders League Table — Frequency of Product Categories:
So is it possible that brand leadership can be predicted by the type of product that an organization produces? Interestingly this list is split fairly evenly between audio and video companies. There’s also a healthy mix of hardware versus software.
What about the number of products that a vendor offers. Larger companies offer more products and are consequently used in more places than their smaller counterparts. Let’s look at the number of product categories that each of these brands produces (as defined by the segmentation used in the 2011 BBS).
The table below shows the number of 2011 BBS product categories produced by each brand.
2011 BBS Brand Opinion Leaders League Table — Number of 2011 BBS Product Categories per Brand:
While there are several brands on this list that appear in many product categories, the vast majority produce only one or two types of products. Indeed out of the thirty brands in this table, nearly 2/3 appear only once.
Keep in mind that companies who produce only one type of product are not necessarily small. There are some very large companies on the list above who appear in just one 2011 BBS category.
It turns out that to fully understand what drives brand opinion and brand leadership, one needs to look at the factors that drive and influence these perceptions. This includes the company’s reputation for things like innovation, reliability, quality, value and great customer service.
We’ll be looking at each of these factors in future articles, so stay tuned.
Please keep in mind when reviewing this information that all data these charts are presented in alphabetical order, not in the order brands were ranked by respondents to the 2011 BBS. Also, the charts in this posting measure the responses of all non-vendor participants in the 2011 BBS respondents, regardless of their company type, company size, geographic location, job title and budget for broadcast technology products. Finally please note that this study evaluated a total of 118 brands.
In order to get full value from this data, it is necessary to evaluate these results on a granular basis. If you would like more information, please contact Devoncroft Partners.
This article is based on the findings from the 2011 Big Broadcast Survey (BBS), a global study of industry trends, technology purchasing behavior and the opinion of vendor brands. With more than 8,000 people in 100+ countries participating, the 2011 BBS is the largest and most comprehensive market study ever done in the broadcast industry.
Devoncroft Partners has published a variety of reports from 2011 BBS data. For more information, please get in touch.
More Information About the 2011 Big Broadcast Survey from Devoncroft Partners