The Channel logo

News

By | Team Register 28th September 2004 16:01

GE Access changes name

Image makeover

General Electric's marketing bods have left no stone unturned in their search for "a new branding architecture". The upshot so far as GE Access, its Sun Micro distribution business, is concerned is a tweaked name.

GE Access is now to be called "Access Distribution, a General Electric Company". Not a big change, so why the makeover?

Here is what Deborah Lees, UK marketing manager at Access Distribution, has to say on the matter: "The modification allows the business to still benefit from the reputation and recognition it has earned with the 'Access' name, and at the same time, align itself with the power and brand recognition of GE. We will benefit from the support and leadership of GE, and yet continue to strengthen our own reputation and service as Access Distribution."

As one would expect from a cost-conscious distie, Access Distribution is going for a slow phase-out of old-name branded materials. ®

alert Send corrections

Opinion

Baby looks taken aback/shocked/affronted. Photo by Shutterstock

Kat Hall

Plans for 2 million FTTP connections in next four years 'not enough'
Microsoft CEO Satya Nadella
Stranded_ships

Chris Mellor

Thousands of layoffs announced as spinning rust enters its death spiral

Features

STRASBOURG, JUNE 29, 2016: The seat of the European Parliament. by Marco Aprile for shutterstock. EDITORIAL USE ONLY
Plan b, image via Shutterstock
EU workers, new markets: post-Brexit pressure on May & Co
Tough question, pic via Shutterstock
Honest mistake with your licensing? Audit police look at it on a 'case by case basis'