Dell rebrands Dell to Dell Technologies, Dell EMC, and Dell

Written by Kelly Fiveash, ars technica 

Dell has followed in the footsteps of its rival HP by hitting the reboot button on its various brands.

“We’re a little bit late to the party, but what we’ve unveiled today puts us ahead.”

Chief Michael Dell confirmed in a letter to employees that Dell—which turned 32 years of age on Tuesday—had a new name: “our family of businesses will officially be known as Dell Technologies,” he said. The announcement will be made formally at the EMC World trade show, which kicks off today in Las Vegas.

Dell’s family of affected brands includes Dell itself, EMC, VMware, Pivotal, SecureWorks, RSA, and Virtustream—all of which now fall under the “Dell Technologies” banner.

Things got a little bit more garbled, however, when Dell (Mister Dell, that is) confirmed that Dell’s client solutions business will be branded simply “Dell.” To this, Dell said, “The brand equity in the Dell PC is irreplaceable. We have incredible momentum, gaining share in 13 straight quarters. The business is absolutely core to our vision of technology infrastructure and our ability to drive innovation at scale at the edge. And above all, it’s critically important to our customers.”

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