SANTA CLARA, CA: Network Associates is just beginning a major rebranding campaign as the company prepares to sell its network-software division and change its name to McAfee to focus on security products and services.
The McAfee name is not completely unknown, as that is the brand of its security software. But the company still faces a massive effort as it reaches out to all audiences - financial and industry analysts; business, technology, and consumer media; employees; customers; and partners - to explain the changes, reinforce the brand with existing audiences, and introduce it to new ones.
Network Associates' PR firm - Porter Novelli - will help with the rebranding, focusing primarily on media relations.
The company is even working with sports media over changing the name of Network Associates Coliseum - home of the Oakland Raiders and Oakland A's - to McAfee Coliseum.
"We knew [McAfee] was our equity brand," said Jennifer Keavney, VP of corporate communications. "We've been focusing on that more. We must in- crease that focus in order to play in the security market" - a market that's been busy lately with a number of worms and viruses.
The company was originally known as McAfee Associates, but changed its name in 1997 when it purchased Network General.