Title: Analysis of A Leading Global Brand
International Business Machines Corp. is an information technology company, which provides integrated solutions that leverage information technology and knowledge of business processes. The company operates its business through five segments: Global Technology Services, Global Business Services, Software, Systems & Technology and Global Financing. The Global Technology Services segment primarily provides IT infrastructure and business process services, delivering business value through the company's global scale, standardization and automation. Today we are the luck generation and our life is can not living the IBM’s smarter service. At the same time, IBM also continues to improve and make world technology innovation for endless progress. The brand of IBM becomes one of the most famous brands in people’s internal mind. The thesis analyses the brand strategy and marketing strategy of IBM’s success.
1. Origin, Concept of the Brand and History of IBM
Turn to history of IBM is very long and more than 100 years and spans three centuries. Former name of International Business Machines Corporation (IBM) is named from C-T-R on February 14, 1924. Initially, in the 1880s, three technologies of computing scale, computing scale, and a time clock to record a worker's arrival and departure time on a paper tape, emerged that would ultimately form the core of what would become International Business Machines (IBM). So later, these technologies and their respective companies were merged by Charles Flint to form the Computing Tabulating Recording Company.
In 1914, Thomas Watson began to lead the company. Famous slogan, “THINK”, became a mantra for C-T-R’s employees. The company focused on providing large-scale, custom-built tabulating solutions for businesses, leaving the market for small office products to others....