It’s spanking new; we bet you didn’t know
After Compaq ‘bahu’ and Compaq ‘dada’, Compaq has taken the ‘kal tumhara hai’ campaign to a
completely different platform by bringing about a new logo for the company. The King Khan of Bollywood, who also happens to be their brand ambassador, helped unveil the new brand identity and also launched a handful of PCs and laptops with the new mark. Though the new logo is also in a shade of red (given the legacy of the past), the combination of CQ presumably is intended to provide a fresh feel to the company. Speaking on the occasion, Satjiv Chahil, Senior Vice President-Global Marketing PSG, Hewlett-Packard India, said, “The new Compaq logo is futuristic and resembles a thought bubble, to capture the possibilities that technology enables and inspires. The brand refresh makes it hip, cool and fun – in sync with HP’s philosophy of innovation with elegance. Commenting on Compaq’s strategies, Ravi Swaminathan, President- Personal Systems Group, HP India, told 4Ps B&M, “We have been trying to strengthen the Compaq brand in India.” There is no denying the fact that the new logo is more upbeat; but the fact is that it’ll take a lot of parallel branding activities for the younger lot to start associating with the same. This is not taking away the fact that with the target audience for PCs and notebooks getting younger, infusing freshness was the need of the hour; and any rebranding exercise (especially when jumpstarted by the Shahrukh ‘Chak De’ Khan) creates news, doesn’t it! Come to think about it, when HP took over Compaq at the turn of this century, it was formally stated how the Compaq brand would be phased out in three years. Sigh... How ‘youth’ changes equations! 4
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After Compaq ‘bahu’ and Compaq ‘dada’, Compaq has taken the ‘kal tumhara hai’ campaign to a
completely different platform by bringing about a new logo for the company. The King Khan of Bollywood, who also happens to be their brand ambassador, helped unveil the new brand identity and also launched a handful of PCs and laptops with the new mark. Though the new logo is also in a shade of red (given the legacy of the past), the combination of CQ presumably is intended to provide a fresh feel to the company. Speaking on the occasion, Satjiv Chahil, Senior Vice President-Global Marketing PSG, Hewlett-Packard India, said, “The new Compaq logo is futuristic and resembles a thought bubble, to capture the possibilities that technology enables and inspires. The brand refresh makes it hip, cool and fun – in sync with HP’s philosophy of innovation with elegance. Commenting on Compaq’s strategies, Ravi Swaminathan, President- Personal Systems Group, HP India, told 4Ps B&M, “We have been trying to strengthen the Compaq brand in India.” There is no denying the fact that the new logo is more upbeat; but the fact is that it’ll take a lot of parallel branding activities for the younger lot to start associating with the same. This is not taking away the fact that with the target audience for PCs and notebooks getting younger, infusing freshness was the need of the hour; and any rebranding exercise (especially when jumpstarted by the Shahrukh ‘Chak De’ Khan) creates news, doesn’t it! Come to think about it, when HP took over Compaq at the turn of this century, it was formally stated how the Compaq brand would be phased out in three years. Sigh... How ‘youth’ changes equations! 4
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2008
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
