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Hewlett-Packard Invests $US600 Million in Sydney Opera House Campaign to Boost Brand Value

Strategic Insights

— 1 min read

In a massive effort to catapult the technology company into the world's top 10 most recognized and favored brands, Hewlett-Packard has enlisted the engine room of the Sydney Opera House as part of a $US600 million global campaign. The company aims to oust one of the current top 10 brands from the internationally recognized Interbrand value league table within the next two years. Since its merger with Compaq in May 2002, HP has invested more than $US600 million in brand advertising, with a further $US300 million allocated for TV and print advertising in the next year.

Key Takeaways:

  • HP has invested $US600 million in brand advertising since its merger with Compaq in May 2002, with a further $US300 million allocated for the next year.
  • The company aims to become one of the top 10 most recognized and favored brands globally within the next two years.
  • HP has identified that 30% of its shareholder value is attributable to the HP brand, making brand advertising a crucial aspect of its marketing strategy.
  • The Sydney Opera House campaign, led by HP's high-tech, wireless "PC tablet"-equipped concert team, is expected to be one of the company's most memorable and effective marketing efforts.
  • HP's marketing team and the brand valuation and advisory group Lipincott Mercer jointly developed a model to measure 26 characteristics and perceptions of the HP brand, including emotional values, customer satisfaction, and brand recognition.
  • The model compares HP's brand values with those of its key rivals, tracking traditional financial measurements and brand perception metrics.

Statistics:

  • $US600 million: The amount HP has invested in brand advertising since its merger with Compaq in May 2002.
  • 30%: The proportion of HP's shareholder value attributed to its brand.
  • $US300 million: The further amount HP has allocated for TV and print advertising in the next year.
  • 2 years: The timeframe in which HP aims to become one of the top 10 most recognized and favored brands globally.
  • 26: The number of characteristics and perceptions of the HP brand measured by the model developed by HP's marketing team and Lipincott Mercer.

Sources:

  • "HP Cranks Up the Volume" article in The Sydney Morning Herald (no date available)

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