Apparently, and not surprisingly, many consumers have lost faith in some brands during the current economic downturn. Yet, the Interbrand 2009 study found two brands are still going strong and evoke strong trust and value in the minds of consumers, namely : 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. 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.
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 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.