03
+8%
75,532 $m
IBM
IBM, the US-based multinational technology company, has consistently ranked as one of the world’s most innovative, profitable, and sustainable brands — and it is still operating at full speed. IBM continues to reinvent itself to meet everchanging marketplace needs, turning its attention to emerging markets, big data analytics, and cloud computing. Smarter Planet, IBM’s groundbreaking business strategy, continues to drive new product and service development, employee engagement, and corporate citizenship. It remains a textbook example of how to create, build, and deliver a world-leading business-to-business brand. This year, among other innovations, IBM researchers developed low-cost photovoltaic cells made from natural materials that have set the world record for PV solar-to-electric power conversion efficiency. Despite effective brand performance in the past year, revenue in the second quarter of 2012 was weak, especially in business services. Consequently, investor concerns arose when profits goals were met via cost-cutting. However, it is expected that the brand will more than deliver in the third and fourth quarters, much as it did in the first quarter of 2012. Though perceived as leading edge compared to its competitors, to stay ahead, IBM must make sure it continues to deliver big, thought-provoking innovations and maintains its rich legacy of world-changing technological advancement.