IBM: brand value 2006-2024
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In 2024, the brand value of The International Business Machines Corporation, known as IBM, amounted to approximately 98.6 billion U.S. dollars. IBM has seen quite a few ups and downs in its global brand value since 2012. The company partnered with Microsoft for its Operating System in 1980 and witnessed its highest brand value in 2012 when it stood at 116 billion dollars.
IBM's ad spend
In 2022, IBM's global promotional and advertising expenditure reached 1.24 billion dollars. That was the fourth consecutive decrease, with the value amounting to less than two thirds of the 1.65-billion marketing budget recorded in 2019, before the pandemic. That probably follows IBM's sharp decline in revenue in 2020. The 2023 result amounted to little more than half of the holding's 2011 global revenues.
IBM in the ad market
The company also operates within the marketing industry. Its subsidiary IBM iX – self-described as a mix of consultancy, digital agency, design studio, and tech firm – ranked ninth among the world's top 10 ad agency groups by revenue in 2022. For comparison, iX's result that year amounted to little more than one-third of WPP's, the sector's consolidated global leader.
