Electrical Business


Advance repositions, recognizes corporate parent Philips

October 17, 2008 | By Anthony Capkun

Advance is launching a repositioning campaign that will serve to both acknowledge its long-standing position and history in the ballast industry while reflecting its affiliation to corporate parent, Philips. As part of the initiative, Advance will officially become known as Philips Lighting Electronics North America (N.A.) and will adopt Philips Advance as its product brand on all existing electronic and magnetic fluorescent and HID ballasts.

The move
toward more consistent Philips branding is designed to facilitate a
broader range of market opportunities and a simplification of its
corporate affiliation in the marketplace, says the release.

“As a
proud member of the Philips family, we are very excited to drive these
measures as a means of acknowledging the critical role we play as a
leading components supplier within Philips and as a way to promote the
strength we can deliver through the combination of our two recognized
brands,” said CEO of Philips Lighting Electronics N.A., Pieter de Haan.

this year and continuing throughout next, Advance’s repositioning
activities will manifest themselves in the form of updated product
packaging, collateral and commercial documentation reflecting the new
organization and product brand names.

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