Acer Responds to Changing Marketplace with Multi-Brand Strategy
29 September 2008
Following recent acquisitions, Acer announces that it has implemented a multi-brand strategy which exploits the positive awareness that companies of the group--Acer, Packard Bell, Gateway and eMachines--have developed over time with their own unique customer base, conserving therefore the individual identity and personality of each brand.
According to the company, the objectives are clear: avoid brand overlapping and communicate coherently both internally and externally (to employees, the channel, end users and investors) while maintaining the identities of the companies unaltered and increasing the overall user base.
The Acer group recently completed a project which, by means of a thorough market analysis aimed at analyzing the performance parameters of its various brands, allowed it to identify diverse user segments and understand the motivations behind sales, defining as a result different brand value propositions.
"These recent acquisitions are strategic both in terms of business and market positioning," comments Gianfranco Lanci, President and CEO of Acer Inc. "Acer, Gateway and Packard Bell are three distinct identities of a single group whose objective is to expand the variety of its product range. The three companies will integrate their own unique experience and abilities to offer a broad range of products that allow customers to find the right solutions for their uniquely personal needs."
