Northern Telecom this week announced it has changed its brand name to Nortel Networks following the completion of its merger with Bay Networks last month.
According to information published on Nortel Networks new Web site (http://www.nortelnetworks.com), the new corporate identity was launched at its annual New York Financial Analysts' conference, hosted by John Roth, vice chairman and chief executive officer, and David House, the new president of the corporation.
According to the company executives, the addition of the word "Networks" is aimed at reinforcing the company's focus on designing, building and integrating networking solutions for both large and small enterprises.
"The Nortel Networks brand name builds on the strengths of the established Nortel brand," said House in the company statement. "It also incorporates the critical IP network expertise and R&D talent Bay Networks brings to the corporation."
Since the acquisition of Bay, Nortel Networks has undergone a significant corporate refocus to broaden its market segments and development opportunities in packet, optical and wireless networks.
Nortel Networks also launched a global advertising and communications campaign yesterday to support the name change and its new logo.
However, despite the brand change, the legal name of the corporation remains Northern Telecom Limited. Local officials confirmed Bay Networks will remain unchanged as a wholly owned division of Nortel Networks.