WELCOMETIM HARTMAN | CHIEF EXECUTIVE OFFICER

#LeadingBrands19

85leading public sector companies studied

THE LEADING BRANDS IN GOVERNMENT STUDY

Gain definitive understanding

of what is important to

government buyers across the

entire public sector - federal,

defense, state & local.

#LeadingBrands19

3,478total respondents

#LeadingBrands19

WHAT IS LEADING BRANDS?Now in its 5th year, Leading Brands is the largest study tracking brand sentiment and associations in the public sector.

THE LEADING BRANDS IN GOVERNMENT

CONSTANCE SAYERS | PRESIDENTIGOR GEYN | SENIOR RESEARCH ANALYST

#LeadingBrands19

RESPONDENTS AT A GLANCE

87%of respondents are

outside the D.C. metropolitan area

48%of respondents

are women

28%of respondents are in

state/local government

ICONFORWOMEN

71%of respondents are

purchase decision makers

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COMPANIES STUDIED

Accenture

Adobe

Aerojet Rocketdyne

Airbus

Amazon Web Services

AT&T

BAE Systems

Blue Origin

Boeing

Booz Allen Hamilton

Broadcom

CACI

CDW-G

CenturyLink

CGI

Cisco

Citrix

Cloudera

Collins Aerospace

Crowdstrike

Dell EMC

Deloitte

Dun & Bradstreet

Esri

EY

FireEye

Forcepoint

GDIT

GE (General Electric)

General Dynamics

Google

Graduate School USA

Grant Thornton

Guidehouse

Honeywell

Huntington Ingalls

IBM

ICF International

Intel

Juniper Networks

KPMG

L3 Harris Technologies

Leidos

Leonardo

Lockheed Martin

Management Concepts

ManTech

McKinsey & Company

Microsoft

Monster Government Solutions

Motorola

NetApp

Northrop Grumman

Nutanix

Nvidia

Oracle

Palantir Technologies Inc.

Palo Alto Networks

Panasonic Computer Solutions

Perspecta

Pratt & Whitney

Raytheon

Rolls-Royce Corporation

Saab Defense and Security

SAIC

Salesforce

SAP

SAS

ServiceNow

Siemens

Sierra Nevada Corporation

SpaceX

Splunk

Sprint

Symantec

Teledyne Technologies

Tenable

Tesla

Textron

Thales

T-Mobile

Unisys

Veritas

Verizon

VMware

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#LeadingBrands19

HOW DO BUYERS GET INFORMATION?

Through which of the following sources do you regularly access information relevant to your job? Please select all that apply.

1%

3%

20%

19%

23%

29%

35%

60%

70%

74%

71%

75%

78%

5%

5%

13%

13%

21%

21%

22%

55%

51%

50%

55%

67%

67%

None of the above

Other

Podcast

Radio

Television

Mobile apps

Social media feeds

Digital events (e.g., webcasts, viewcasts, live-streams)

Print publications (e.g., magazines, newspapers)

In-person events (e.g., conferences, tradeshows, speaker series)

Research (e.g., white papers, reports, infographics)

Email newsletters

Online news articles

= Federal = State and Local

WHAT ATTRIBUTES DO BUYERS CARE ABOUT?

Employee Care 59

Customer Service 97

Experience 67

Customized Solutions 77

Value 92

Trustworthiness 100

Innovation 66

Expertise 88

2018

Employee Care 58

Customer Service 92

Innovation 65

Customized Solutions 76

Expertise 89

Trustworthiness 100

Experience 64

Value 87

2019

#LeadingBrands19

55+

WHAT DO BUYERS CARE ABOUT?

RISING MANAGERS

Employee Care

POWER BUYERS

ExpertiseValue

AGE 55+ RESPONDENTS

Experience Expertise

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2019 KEY TAKEAWAYS: CONSUMER BRANDSMoving the needle on awareness is challenging – having a consumer brand helps. Consumer brands are not necessarily linked to high favorability in the government market.

#LeadingBrands19

C O N S U M E R B R A N D S N O N - C O N S U M E R B R A N D S

FAM

ILIA

RITY

2019

38%

2018

34%

FAM

ILIA

RITY

2019

19%

2018

20%

2019 KEY TAKEAWAYS: FAVORABIL ITY BY GENDER

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M A L E F E M A L E

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

2019 KEY TAKEAWAYS: MARKET SEGMENT

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C I V I L I A N D o D S T A T E & L O C A L

TO

P B

RA

ND

S

MAJOR IMPACTS TO BRANDS

I M P A C T O F C O N T R O V E R S Y

#LeadingBrands19

7%

EXISTING BRANDS

NEW BRANDS

21%

FAM

ILIA

RITY

TOPIC ASSOCIATIONWhich companies do buyers associate with which topics?

A R T I F I C I A L I N T E L L I G E N C E

D I G I T A L T R A N S F O R M A T I O NC Y B E R S E C U R I T Y

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THE POWER PLAYERSTIM HARTMAN | Chief Executive Officer | Government Executive Media Group

LOU ANNE BROSSMAN | Founder and President | Government Marketing UniversityMARK AMTOWER | Founder and Managing Partner | Amtower & Company

AARON HEFFRON | President | Market Connections Inc.

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MOVING THE DIAL CONSTANCE SAYERS | PRESIDENT

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THE FAST MOVERS: FAMILIARITYBiggest increases in familiarity of work in the government sector.

RENOWNEDNOTORIOUS

UNKNOWNFAM

ILIA

RITY

FAVORABILITY

HIDDEN GEMS

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THE FAST MOVERS: FAVORABIL ITYBiggest increases in favorability in the government sector.

RENOWNEDNOTORIOUS

UNKNOWNFAM

ILIA

RITY

FAVORABILITY

HIDDEN GEMS

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THE 2019 LEADING BRANDSTIM HARTMAN | CHIEF EXECUTIVE OFFICER

#LeadingBrands19

THE LEADING BRANDS IN GOVERNMENT

#LeadingBrands19

THANK YOUFor more information on how to receive your custom Leading

Brands analysis, please email us at advertise@govexec.com.

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