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Description:
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The transformation of ICL, one of the United Kingdom's best-known technology
firms, to Fujitsu represents one of the largest IT rebranding efforts
in Europe in the last decade. Far more than a name change, the launch
of Fujitsu Services on April 2, 2002, marked a substantial reorientation
of ICL's vision, organisation, and go-to-market strategy.
This ITSMA Europe Case Study examines ICL's transformation and
the role of ICL marketing in supporting the development of the new brand.
The case reviews the research that motivated the initiative, the interplay
among ICL and other Fujitsu units in developing the new strategy, and
management of the brand migration process. For IT services firms looking
to refine their brands and differentiate themselves in the market, even
if they are not changing their names, the case provides a number of useful
guidelines and lessons learned.
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