In order to better segment its market and create a more cohesive image of its collective brands, HP has developed a three-brand strategy, with each brand targeting a distinct market space:
Compaq is the quality and performance computer at a price you can afford; the computer that you need.
HP is the innovative computer that is personal and delivers a strong customer experience; it is what you want.
The recently re-launched Compaq logo, resembling a C and Q combined, makes a sleek, bold statement on the brand's image and market position by embracing a simple and minimalist design which is both easily readable and very versatile.
Furthermore the use of "People" iconography reflects Compaq's position as a brand which has something to offer all users, no matter what their requirements.
Compaq design
Asserting its minimalist philosophy Compaq computers are designed primarily with the ideals of efficiency and optimal ease of use in mind: With its smooth, monochromatic internal surfaces, Compaq computers deliver a simple, no-fuss and productivity-enhancing experience, keeping the growing plethora of add-ons and opt-ins to a convenient minimum.
Compaq brand positioning
Compaq computers are made to appeal to personal and business users alike. Typical customers include budget-conscious high school or college students expecting reliable performance and connectivity; growing families needing a versatile computer capable of tasks ranging from home management to entertainment, or small office and home-base business employees with limited work space and budget that need to stay connected while away from the office.
-Ends-
About HP
HP focuses on simplifying technology experiences for all of its customers - from individual consumers to the largest businesses. With a portfolio that spans printing, personal computing, software, services and IT infrastructure, HP is among the world's largest IT companies, with revenue totaling $104.3 billion for the fiscal year ended October 31, 2007. More information about HP (NYSE: HPQ) is available at www.hp.com.
About HP Middle East
HP is the largest technology and solutions provider in the Middle East with 1100 employees and subsidiaries in Dubai, Abu Dhabi, Riyadh, Cairo, Ramallah, Oman and 2 service Joint Ventures in Kuwait and Bahrain servicing the GCC, Egypt and the Levant. HP has been present in the Middle East since 1968 and opened its first regional office in 1994. HP Middle East is the market leader for enterprise, small and medium business and consumer technology products and offers a large portfolio of solutions and services in various business domains.
More information about HP in the Middle East is available at www.hp.com/me
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© Press Release 2008
