IBM Global Services: Anatomy of a Branding Campaign

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IBM Global Services: Anatomy of a Branding Campaign

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Research Abstract

IBM Global Services, which represents approximately one third of IBM’s overall revenues and one third of its workforce, is the largest business and information technology services provider in the world. Serving both information technology and business professionals, IBM Global Services provides three broad categories of services: business transformation, e-business, and total system management services including traditional maintenance and support. This best practice case study looks at the first-ever major advertising campaign developed and funded directly by IBM’s service entity. Some of the questions that the case focuses on are: Why did IBM feel that it was important to mount this campaign when from most measures the services business was doing very well? What was the process of creating the campaign theme and overall campaign strategy? And, how did IBM measure results?