HP’s re-branding itself in Time for Windows 8

Microsoft’s Windows 8 is all set to be released by the end of this month, and HPis leaving no stone unturned preparing to bring Windows 8 to its systems.  The PC manufacturer is expected to refresh its product portfolio and even bring changes to its branding strategy in time for Windows 8’s release. In addition to launching new PC and hybrid tablets that will run on the new OS, HP is also considering consolidation of its portfolio into four different tiers of branding.

Products with the HP and Compaq tag are expected to be value-priced, Pavilion and Envy are expected to follow this, and Spectre is expected to be marketed as the premium range of products. The re-branding efforts could not be better timed as the launch of Windows 8 should rejuvenate the slightly sluggish PC market. And as consumers turn towards brands like HP and Dell to buy computers, it makes sense to have products that have a higher brand recall value among consumers, instead of having numerous ranges that end up confusing the consumer.

For HP, which once used to be looked upon as a premium brand among PC makers, this rebranding exercise should hopefully expect it to return to this image rather than being seen as just another player in this market.… Read the rest

Read more