Dell's Crazy Sub-Branding and Branding Nightmare

Why is HP gaining market share
while Dell continues to lose?
socialmedia innovation group July 30, 2009 presented by John McElhenney http://uber.la & @jmacofearth

Inspiron Latitude Studio Vostro XPS Mini Adamo Precision Alienware Toyota – high quality, high value Lexus – luxury and reliability Scion – value with an edge socialmedia innovation group © 2009 John McElhenney

Inspiron Latitude Studio Vostro XPS Mini Adamo Precision Alienware Inspiron – consumer, everyday, everyone computing Latitude – business computer, high quality, long lasting Studio – student computer Vostro – small business computer w/ services added in XPS – high end, was gaming, now high style Mini Netbooks – portable, low cost Adamo – Luxury, high style, first class Precision – engineers and designers requiring the ultimate workstation Alienware – performance at any cost, high style points for unique design Studio XPS – a brand cluster, XPS has become a modifier rather than a brand socialmedia innovation group © 2009 John McElhenney

Latitude Vostro Inspiron Studio XPS HP Acer Apple Toshiba Dell vs socialmedia innovation group © 2009 John McElhenney With Dell you have to compare all applicable sub-brands. Business Class Latitude Precision Vostro Value/Economical Luxury/Performance

In the grid, Sub-brands don’t exist. All of these Dell’s are Inspirons distinguished only by price or screen size. Other manufacturers rely much less heavily on sub-branding Sub-branding causes confusion Dell brands compete with other Dell brands socialmedia innovation group © 2009 John McElhenney

Dell's Crazy Sub-Branding and Branding Nightmare

by John McElhenney on Feb 18, 2012

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Dell’s Crazy Sub-Branding and Branding Nightmare — Presentation Transcript