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Dell Localizes Product Brand Name

Beijing Times, 1/09/08

A decade after entering the Chinese market Dell has adopted its first Chinese language brand - the Vostro range of laptops and desktop PCs for SMEs will be known as Chengjiu, or Achievement, in Chinese.

Dell's Greater China SME director Kan Xiaoquan indicated that if this move is successful, Dell's other brands may also be given Chinese names. Analysts also point towards Dell's recent suit against a Beijing training school which uses the same Chinese name as Dell as indicating that the company is prepared to protect its Chinese brands.

Keywords: Dell Vostro localization notebook desktop PC SME Chengjiu Kan Xiaoquan branding computer hardware

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