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IBM System Storage Wins Consecutive Brand Impact Awards

Thursday 21. February 2008 - Back to Back Honors for IBM System Storage, Beat Out HP and EMC In Enterprise Storage Category

IBM (NYSE: IBM) today announced that for the second consecutive year, IBM System Storage has been awarded the Brand Impact Award in the Enterprise Storage category from leading technology brand marketing organization Liquid Agency.
IBM beat out all the major storage vendors including HP, Dell and EMC to claim the top award in Enterprise Storage in the business-to-business category. IBM’s award-winning storage solutions are pillars of the company’s goal to help clients use information on demand for a competitive advantage.
Through online surveys of IT decision makers and review by expert judges, the Brand Impact Awards measure the effectiveness of brands and their impact on business-to-business and business-to-consumer users.
Liquid Agency and its research partner, Socratic Technologies, conduct an annual quantitative study of more then 250 technology brands in their respective B2B and B2C categories. The study exams a brand’s relative strength or impact within its category based on how well it retains customers across the entire purchase lifecycle — from awareness to purchase intent. The quantitative study along with an expert panel’s review of the brands forms the basis for the Brand Impact Awards.
“IBM System Storage is the most trusted storage portfolio in the world, providing our clients leading disk, tape and storage software solutions and services. This award reflects IBM’s priority in delivering information infrastructure solutions to solve our client’s most critical storage challenges,” said Barry Rudolph, Vice President, IBM System Storage. “We are helping clients — from large corporations to small businesses — intelligently manage information as a strategic business asset. We are proud to be recognized as the clear market leader in delivering solutions that help our clients manage and extract value from their information.”
“The Brand Impact Study takes a comprehensive look at more than 250 technology brands and creates a new standard for measuring their effectiveness,” said Scott Gardner, CEO of the Liquid Agency, who sponsors the Brand Impact Awards. “This year’s winners represent strong brands that have distinguished themselves from their competition and whose pull through from initial brand awareness to purchase intent puts them at the top of their category and their game.”