Brand Extension
Strategists
Case Study
Compaq Inspires with Innovative New Products

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. 

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Superior Strategy

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.

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Smart Ideas

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.

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Unparalleled Results

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

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