Dell Brand Audit

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Dell Brand Audit

Brand Inventory
Dell Computer was founded as PC’s Limited in 1984 by Michael Dell. It is one of the largest hardware manufacturers and computer corporations. Dell Computer mainly develops, sells and supports computers and related products and services. Dell grew during the 1980s and 1990s to become (for a time) the largest seller of PCs and servers. As of 2008 it held the second spot in computer-sales within the industry behind the Hewlett-Packard Company. The company currently sells personal computers, servers, data storage devices, network switches, software, computer peripherals and televisions. In 2006, Fortune magazine ranked Dell as the 25th-largest company in the Fortune 500 list, 8th on its annual "Top 20" list of the most-admired companies in the United States. In 2007 Dell ranked 34th and 8th respectively on the equivalent lists for the year. A 2006 publication identified Dell as one of 38 high-performance companies in the S&P 500 which had consistently out-performed the market over the previous 15 years. The company is one of the largest technological corporations in the world, employing more than 96,000 people worldwide.

Inherent Attributes of the Product/Idea
Dell’s success, according to most professionals and customers, is attributable to its brand new Direct Business Model. This innovative model has boosted the corporate revenues up during the 1990s. Instead of the business model, Dell’s products are also renowned for their excellent performance to price ratio which characterizes the two major product attributes of Dell, function-oriented and reasonably priced. Stepping into a brand new era, Dell is planning to sharpen its core competencies by adding one more attribute to its computer products – stylish design.

Product Portfolio
The company offers a wide spectrum of products and services. This product portfolio focuses on desktops and laptops products only.

Communications, Pricing, and Distribution...
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