Unformatted text preview: with the potential for regional application. Over a decade ago, Lou Gertsner, IBM’s former CEO, commissioned a study revealing that the IBM brand meant many different things to different people around the globe. To correct this, the decision was made to consolidate company advertising efforts under a single agency to strengthen the brand. The overall continuity of IBM’s global network, consisting of employees, research facilities and offices around the globe, also helps create a cohesive brand message that reaches consumers worldwide. Because of IBM’s global 11 outreach, companies around the world are able to streamline their IT operations, improve communications, and thereby enhance corporate performance....
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This note was uploaded on 12/08/2009 for the course BUSN BUSN1115 taught by Professor Forgot during the Spring '08 term at DeVry Chicago.
- Spring '08