I'm reading an interesting article today about the Interbrand study of the world's top brands. Apparently, and not surprisingly, many consumers have lost faith in some brands during the current economic downturn. Yet, the study found two brands are still going strong and evoke strong trust and value in the minds of consumers. Those brands are Coca-Cola and IBM! Remember, a brand is a collection of experiences and associations connected with a service, a person or any other entity--it's not just an image or an ad campaign. So this means, the associations that consumers think of in terms of IBM are very positive.Leverage the power of the IBM Brand by using the co-marketing materials available on Campaign Designer, PartnerWorld , Rational Just Push Go and the new Lotus Knows co-marketing materials page.
For our partners, this is great news. When you co-market and co-sell with IBM you are associating your brand with off one the worlds most valuable brands. The IBM brand is trusted by customers and seen as one that delivers on its promise.
Here are some highlights of the study:
Consumers lost trust in brands this year as the recession deepened, according to an industry report, although longtime staples Coca-Cola and IBM retained their spots as the world’s two most valuable brands.
This is the first time the combined value of the world’s top 100 brands as ranked by Interbrand, a branding agency, has fallen in the 10 years Interbrand has assessed them
The list’s total value, including brands like Google Inc., Nintendo and Sony, fell 4.6 percent to $1.15 trillion, Interbrand estimates. IBM's brand value gained 2 percent to $60.21 billion. The technology giant, often known as “Big Blue,” also rolled out new products that increased the value of its brand in 2009, according to the report. The company — which sells computer servers, software and technical services to businesses — received more than 4,000 U.S. patents during the period, marking the 16th straight year it has received the most.
The environment — a recession the likes of which the world hasn’t seen for decades — has eaten away at people’s trust in specific brands. Despite these economic conditions, the IBM brand remains strong as one that consumers can rely upon.