Mitsubishi polishes Diamond brand

As of next month, all Mitsubishi Electric products will carry the new Diamond Digital brand name and the peripherals vendor will gradually phase out existing sub-brand names.

The move is designed to improve brand recognition in the marketplace and present a new face that reflects its new product range.

Mitsubishi’s products are currently categorised under four different brand names: monitors come under the Diamond View mantle, storage products are branded Diamond Data, input devices carry the Diamond Touch brand and networking products are branded Diamond Voice.

General manager of Mitsubishi's electronics division, Richard Freggi, said the vendor would gradually introduce products carrying the new brand name to allow its channel partners to associate it with the old brand names.

“It will be an easy and gradual introduction in order to make it as easy a transition as possible for our partners and to avoid customer confusion,” he said.

All Mitsubishi model numbers would remain unchanged so resellers’ ordering processes and understanding of the product ranges would not be affected, Freggi said.

“The single brand will make the products easier to sell and understand than four separate brands,” he said.

Further, the one brand will increase brand awareness and create greater cross-selling opportunities across the different product lines.

The costs involved in the rebranding exercise were negligible compared to the gains that were to be made, Freggi said.

Both Mitsubishi’s new products as well as its older products will carry the Diamond Digital moniker.

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