Top 100 global brands 2011
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E-mail China.org.cn, October 8, 2011
Hewlett-Packard 惠普
Rank | 2010 Rank | Region/Country | Sector | Brand Value ($m) | Change in Brand Value |
10 | 10 | United States | Electronics | 28,479 | 6% |
Despite turbulence after replacing its CEO in late 2010, the HP brand retains its number 10 position. HP brings together a portfolio that spans printing, software, services, and IT infrastructure to solve customer problems. Over the past year, the company has been shifting its business strategy, increasing focus on enterprise and taking transformative moves toward higher-value, higher-margin growth categories. As HP continues to transform itself and leverage acquisitions, it will experience challenges in maintaining a cohesive culture. The assimilation of EDS into HP's culture, for instance, has seen positive results but it remains a work-in-progress. Clarity internally for what the brand stands for and alignment in behaviors will need to be priorities in order to successfully complete the transformation HP aims to achieve in the marketplace and shift customers' perceptions. Seizing on the potential of social media, HP is a model for informing and conversing with its customers online through sites such as YouTube, Twitter, and Facebook. These sites have also offered a platform for employees to share experiences. While HP's recent announcement of plans to spin off its PC business (in addition to the recent drop of webOS) has peaked interest, it is important to note that even without this business unit, HP will remain one of the world's largest tech companies.
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