Corporate branding in the information technology industry

This project identifies the key elements of the corporate brand specific to a business-to-business services environment. As the key customer, the buyer is defined. Brand messaging, in relation to the role of this buyer, and the major criteria in decision-making when selecting a consultant for I.T. Security is explored. iON Secured Networks’ current brand strategy in relation to competitors is assessed. Suggestions as to how iON might achieve a new, more effective brand strategy conclude the paper.