HP (Hewlett Packard): An American multinational information technology corporation founded by Bill Hewett and DavidPackard providing products, technologies, software, solutions and services to consumers, small- and medium-sizedbusinesses and large enterprises.
Hewlett Packard• Evaluate HP’s Secondary Brand Associations• Recommend ways in which HP can build brand equity more efficiently
What Are Secondary Brand Associations?Marketing strategy of using certain aspects ortransferring entities of the brand to gain brandequity•Company•Country•Co-Branding•Ingredient Branding•Celebrity Endorsement•Sponsorship
Secondary Brand Associations
Company• Compaq• 3 ComCountry Of Origin• Land of dreams• Land of opportunities• Land of money• America
Channels• HP Website - Direct• Official Stores (PC World, Currys) - Retail• SDG – VARCo Branding• Beats by Dr Dre• Apple• NME
Ingredient Branding• Intel• Windows• NVidia• AMDCelebrity Endorsements• Dr Dre• Gwen Stefani• Pharrell Williams• Jay Z
Licensing• Madagascar• Kung Fu Panda• Shrek & Puss in Boots• MegamindSponsorships• Formula 1 (BMW Williams – 2006) (Renault – Present)• Project Runaway – Mondo Guerra• HP Pavilion at San Jose• Walt Disney Worlds Epcot Parks Mission: SPACE
Events• HP Software Universe +• HP Technology Forum +• HP Technology @ Work =• HP Discover October 3, 2006
Research In Motion (RIM) is a Canadian telecommunication and wireless equipmentcompany best known as the developer of the BlackBerry smartphone and tablet.
Hewlett Packard Research In Motion• •Evaluate RIM’s Attempt to make a Associations back Evaluate HP’s Secondary Brand brand come Recommend ways in which• •Suggestions for a successful come back brand HP can build equity more efficiently
Why Do Brands Fade?
Why Do Brands Fade?
Blackberry Playbook Tablet• First sold in April 2011• Q1 = 500,000 Shipments• Q2 = 200,000• US > $499 > $300 > $199Blackberry Operating System 10• 30th January 2013• Widgets, Touch, New Keyboard, BBHub• Some critics say already a “fail”
Blackberry Torch• First sold in August 2012• Combined “new” touch screen with “original” keyboard• £129 > £63• 150,000 week• 1.7 million over 3 days appleNew line up of products (By 2015)• Cloud Technology,• Blade, Surfboard, N-Series
BBM• New updated GUI• Reliable• Strong point to BB4G• New line up to have 4G enabled