HP - Workstation
The CompanyHewlett-Packard is a provider of products, technologies, software, solutions and services to individual consumers, small and medium sized businesses (SMBs) and large enterprises, including the public and education sectors. HP brings together a portfolio that spans printing, personal computing, software, services and IT infrastructure.
The Task
Changes throughout the course of several years in organizational structure and business strategy combined with personnel turnover at Hewlett Packard resulted in a complicated brand portfolio. HP engaged Addison Whitney to enhance their brand equity through development of a brand strategy for their family of workstation products.
The Addison Whitney Solution
Research & Analysis
Addison Whitney conducted a global brand equity assessment of the existing HP workstation brands, as well as competitor brands within the category. Interviews were conducted across four market segments in twelve countries to measure awareness, associations and connotations, attribute performance and brand loyalty.
After carefully analyzing the research results, Addison Whitney provided recommendations for HP to phase out diluted brands, while leveraging the HP identity for all workstation offerings. Recommendations were also provided to simplify and organize the associated alpha-numeric strategies used for specific models.
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