Abstract:

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients. To understand what creates an optimal brand experience, IBM asked business decision makers in six markets to think in unconventional ways about the age-old marketer's question: 'What do you look for in a partner?' The research began with the premise that all aspects of IBM's operations impact brand equity, and framed the research to focus on concrete aspects of client experience. The research results have been put to strategic use to direct and focus IBM's brand strategy, operations, sales, education, and integrated marketing efforts worldwide.