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To build awareness of its success and growth in recent years, HP ProCurve Networking has refined its brand position — focusing on the need of customers to have choices in their network solutions. It’s a natural progression for ProCurve, which has been a longtime advocate of non-proprietary models through leadership in driving and implementing industry open standards and its vision of the Adaptive Network.
“We believe to get the most business value from a network, customers must be able to choose the best available solutions,” said John McHugh, vice president and general manager, HP ProCurve. “From that we determined the top benefit HP ProCurve can bring to the networking customer is choice.”
The result is a repositioned brand – “HP ProCurve: Network of Choice” — that is being unveiled at Interop Las Vegas 2008 (April 28 to May 2). The Network of Choice brand position focuses on ProCurve’s imperative of providing a choice of best-in-class networking solutions, products and services. That ability to deliver choice has helped to fuel its growth to #2 worldwide in Ethernet switch market revenue, according to Dell’Oro Group.
Over the coming months, HP ProCurve will communicate how it exemplifies customer choice on many levels:
- As an industry leader and the clear alternative
- As an advocate of open versus proprietary models
- And as the networking vendor of choice for a growing number of customers
“This brand strategy re-emphasizes ProCurve’s commitment to improving our customers’ business efficiency while increasing opportunities for ProCurve and its partners to deliver networks of choice,” McHugh said.
Why a new brand strategy for ProCurve?
ProCurve’s growth in recent years reflects its unique value to networking customers, which includes products engineered to legendary HP quality standards and backed by ProCurve’s service, global support and industry-leading warranty. ProCurve’s high level of customer trust is one reason ProCurve is positioned in the “Leader” quadrant in research and advisory firm Gartner, Inc.’s 2008 Magic Quadrant Report for Global Campus LANs.
However, the time was right to take advantage of its market momentum and communicate its strong value through an integrated, worldwide marketing communications plan. The Network of Choice position will be an important part of HP ProCurve’s business strategy. By building strong brand awareness, ProCurve expects to accelerate its sales growth.
For more information, visit: procurve.com/choice.
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