Hewlett-Packard move to retire Compaq brand reflects market

Article Abstract:

Hewlett-Packard plans to retain only the H-P name after it acquires Compaq Computer. For the most part, corporate branding experts think H-P chairman and chief executive Carly Fiorina has made the correct choice, citing H-P's credibility with consumers. Figures from Interbrand rank H-P as the 15th most valuable brand in the world, while ranking Compaq 24th. H-P spent $160.9 million on brand and product advertising in 2000. Still, some skeptics doubt the wisdom of abandoning the Compaq name, as it means losing valuable brand equity that has taken years and billions to build. One expert suggests combining the two company names into a new brand to be known as 'H-paq.'

Computers, Advertising, Advertising Activity, Digital computers, Marketing, Brand name products, Brand names

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H-P employees are key to any acquisition of Compaq. (Hewlett-Packard)

Article Abstract:

Powerful voices of dissent against HP's proposed merger with Compaq from within the company may be critical in determining whether the merger goes through. HP CEO Carly Fiorina, who is leading the merger effort, is encountering negative reactions from the people she will need to manage the integration of the two companies. Fiorina has been blamed by HP workers in the past for dismantling some of the employee-friendly policies at the computer company.

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Walter Hewlett urges boards to drop dead

Article Abstract:

Wlter Hewlett, a major shareholder of Hewlett-Packard Co. is extemely upset about the planned acquisition of Compaq Computer Corp. Mr. Hewlett wrote letters to the boards of both companies discouraging them from the deal and expressing that many shareholders were also displeased.

Asset sales & divestitures, Financial management, Analysis, Beliefs, opinions and attitudes, Investor relations, Hewlett, Walter

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