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Hewlett-Packard reinvents itself.
- Source :
-
Advertising Age . 1/31/2000, Vol. 71 Issue 5, p32-34. 3p. 5 Color Photographs, 1 Black and White Photograph. - Publication Year :
- 2000
-
Abstract
- Presents an interview with Antonio Perez, Bojana Fazarinc, and Amy Kelm of Hewlett-Packard (HP), regarding the company's repositioning effort. Challenges faced by HP in the marketing arena; Brand persona of HP; Concept underlying the repositioning effort; Extent of the company's commitment in sponsorship deals; Phases of the HP brand campaign. INSET: A new global ad strategy: 'The garage' hits the road.
- Subjects :
- *MARKET positioning
*MARKETING strategy
*CORPORATE sponsorship
Subjects
Details
- Language :
- English
- ISSN :
- 00018899
- Volume :
- 71
- Issue :
- 5
- Database :
- Academic Search Index
- Journal :
- Advertising Age
- Publication Type :
- Periodical
- Accession number :
- 2733733