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JAN 7

Xerox Gets a Brand Makeover

Once dominant in the copier market, the tech giant has had to wake up to a new world. Its latest brand identity attempts to reflect its newfound nimbleness

BusinessWeek, January 7, 2008 — The venerable Xerox (XRX) brand is far from dead or dying. It is, after all, not just a brand name but also in some countries a verb, like Google (GOOG). That's pretty good company in the world of high tech. But most of Xerox's customers don't put the Stamford (Conn.) copier company in the same class as the Internet search juggernaut. A new brand makeover, Xerox's first in 40 years, kicks off this week in a step toward trying to get customers to think of Xerox in a different light.

Categories: Innovation, Brand Strategy
Tags: Xerox, Brand Architecture & Portfolio, Brand Identity & Positioning, branding

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