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IBM: brand value 2006-2020

In 2020, IBM's brand value dropped by 13 percent compared to previous year and amounted to nearly 83.7 billion U.S. dollars. IBM has seen quite a few ups and downs in its global brand value since 2012. The company that partnered with Bill Gate’s Microsoft for its Operating System in 1980 witnessed its brand value rise in 2017, where it stood at more than 100 billion U.S. dollars. IBM was also amongst the top 5 technology brands in the United States, behind Apple, Google, Microsoft and Facebook in 2020.

IBM Watson advertising

In 2018, IBM invested more than 1.46 million U.S. dollars in promoting and advertising its products worldwide. This was an increase of 1.5 percent from the previous year, and an addition to the relatively steady advertising investments by the company since 2008.
However, in September 2017, the multinational information technology company acquired The Weather Company’s advertising sales division, and partnered with advertising neural network Cognitive, to create the AI computer - Watson. The latter would now provide AI-powered advertising solutions. IBM Watson Advertising collaborated with Lufthansa to create an Artificial Intelligence powered campaign in 2018. This was a part of Lufthansa’s new global brand campaign, and IBM Watson enabled consumers to interact with Lufthansa for general airline questions across 15 European destinations, using interactive advertisements.
Similarly, IBM also has a long term brand relationship with the US Open Tennis Grand Slam tournament. In 2018, tournament fans had access to the “Virtual Concierge”, where their questions were answered in real-time by an interactive chatbot. These deals and use of technological advancements may be one of the ways for IBM to increase their brand visibility worldwide.

IBM's global brand value from 2006 to 2020

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Release date

June 2020



Survey time period

2006 to 2020

Supplementary notes

Figures for periods prior to 2020 come from earlier reports.
Figures have been rounded.

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Statistics on "Brand Value"

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