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 GammillIBM Corporate Brand Strategy, United States

INTRODUCTION

This paper will describe how IBM and the Maya Group, as IBM's research provider, took a familiar and proven methodology, means-end chain laddering. and tailored it to match novel questions IBM was asking as it sought to build upon its brand equity and ensure the brand remains differentiating and relevant. Critical to those efforts is IBM's...

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