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Expanding Brand Position Globally


HP, one of the world’s most recognizable and most powerful brands, wanted to strengthen its brand position globally in an increasingly competitive environment by identifying key international brand extension opportunities in new products that would appeal to a new range of consumers and small business customers.


LMCA identified strategic brand extension opportunities for new products and services that would deliver incremental revenue, increase brand touch points in new markets, and appeal to a new range of HP consumers and small business customers.

Against a filter of brand goals and market sizing intelligence, LMCA signed licensees for mobile projectors, shredders and document finishing equipment, and specialty paper media.

HP’s new product extensions helped the brand expand into product categories that enhanced HP’s core brand equity and created new opportunities to connect with consumers in international markets.

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