Deconstructing brand equity. Making it relevant outside marketing (and relevant at a global/local level)

In a marketplace offering diverse choices, IBM sees its brand(s) as a way to deliver value to clients.

Deconstructing Brand Equity

Making it relevant outside marketing (and relevant at a global/local level)

Robert HarlowCorporate Marketing Consulting & Custom Research. IBM Corporation, United States

Robert B. Love Jr.Maya Group, United States

J. Christian...