Agilent Technologies - Medalist

The Company
Agilent Technologies, Inc. (Agilent) is a measurement company providing core bio-analytical and electronic measurement solutions to the communications, electronics, life sciences and chemical analysis industries. It has three business segments: the electronic measurement business, the bio-analytical measurement business and the semiconductor and board test business.

The Task
Agilent Technologies commissioned Addison Whitney to develop a family brand name and a product naming strategy for its portfolio of circuit board test and inspection products.

The Addison Whitney Solution

Verbal Branding
An important differentiator for Agilent Technologies is a comprehensive portfolio of interoperable products, providing customers with complete coverage in identifying product defects. This enables delivery of better-quality products faster and at lower cost. Addison Whitney developed the family brand Medalist to suggest key benefits to the customer, including speed, premium quality, excellence and competitive advantage.

Brand Strategy
Addison Whitney also evaluated the current product naming strategy within Agilent Technologies. Several products had been acquired and carried with them legacy names, which followed a different naming convention than other products in the portfolio. To enhance customer clarity and reinforce the message of a unified family of products, Addison Whitney developed a simple, intuitive alphanumeric strategy that could apply to all products in its portfolio.

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