With a rich history as one of the world’s top global personal computer brands, Compaq® wanted to reinvigorate the brand globally through a strategic licensing initiative.
Given the brand’s strong global sales history, its previous market share leadership, and its strong positioning and awareness among younger consumers, Compaq had strong brand permission to enter a variety of complementary products globally.
LMCA identified the strongest opportunities that also aligned with Compaq’s overall brand strategy to reestablish the brand globally.
LMCA took the leading opportunities and conducted quantitative research to assess brand fit and product appeal in multiple territories. Against a filter of brand goals and market sizing intelligence, LMCA signed licensees for Compaq for Televisions and HD Tablets.
Compaq®’s licensed tablets and televisions helped the brand expand into complementary product categories, introducing a contemporary and innovative new Compaq product line with built-in high-end technology while helping reestablish the brand’s awareness globally