Back to Search Start Over

IBM strives for a single image in Europe

Authors :
Hudson, Richard L.
Source :
The Wall Street Journal Western Edition. April 16, 1991, pB6
Publication Year :
1991

Abstract

IBM begins an advertising campaign in Europe that focuses on creating a single image of the computer maker across the entire continent. The number-one computer maker believes the 1992 Single European Market will make it important to have consistent offerings; confusion and a loss of sales will result if different countries have different images of IBM. IBM's Pan-European marketing strategy has been a gradual one: it began with creating a single corporate image in the late 1980s and involves using consistent advertisements across the continent in early 1991. Industry observers note that IBM's global marketing strategy is indicative of a trend in the computer industry as a whole.

Details

ISSN :
01932241
Database :
Gale General OneFile
Journal :
The Wall Street Journal Western Edition
Publication Type :
News
Accession number :
edsgcl.10596021