The Value of Vendor Brand Names

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What’s in a name? Solution providers rely on their vendor partners for a number of resources, but what about the value of a brand name? Vendors typically have larger recognition among customers than solution providers, and that can be a real asset for their partners when it comes to sales.

Verizon vice president Adam Famularo said in his experience, a big brand name strengthens partners’ sales.

’If the Verizon brand can help them bring more credibility to the solution and to the customer, then go for it. And they’re more than welcome to use it, and more often than not, that’s the way they do go. Because the Verizon brand does make the solution much stronger,’ he said.

Comcast vice president Craig Schlagbaum said branding depends on the service and product. In some instances, partners want to brand a solution themselves.

’I think the more it’s a communications service, that they don’t really control, on a network they don’t control, it’s less material to them to re-bill it, and so less material whether it’s their brand name or not [on the solution],’ he said.

IBM vice president Dave Carlquist said it really comes down to what the client wants.

’In some cases that client’s going to be buying an IBM-branded solution that the business partner is fulfilling. In other cases it’s going to be a derivative solution that is arrived at, potentially, through an ecosystem of partners,’ he said.