IBM, which employs more than 2,000 people in the Republic, is set to invest $300 million (€345 million) in a worldwide marketing campaign to rebrand its next generation of servers.
The company has decided to unite its entire server range under the brand IBM eServer, which will offer companies capacity on demand to manage their ebusiness requirements.
IBM has been criticised in the past for a confused server strategy and its rebranding exercise is designed to offer customers a simple and reliable selection of product, according to the company. The success or failure of IBM's rebranding exercise is likely to have a major impact on its Irish operation, which builds servers for the Europe, Middle East and African regions.
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