CA announces brand, portal strategies

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Islandia, N.Y.--Computer Associates International Inc. Monday announced a new brand and Internet portal strategy designed to simplify working with the software company. CA, which through internal development and acquisition has 1,244 software applications, will introduce three core technology brands--CleverPath, for portals and business intelligence; AllFusion, for lifecycle management; and Advantage for data management. It will also introduce several new individual product brands, sold beneath the core brands. CA--which along with Microsoft Corp., Oracle Corp. and IBM Corp., is a leader in corporate enterprise software installations--plans to produce Web site price guides to take the confusion out of buying e-commerce, enterprise management, storage, security and other products. In recent months, more computer companies have been forthcoming about their pricing.“We've gained a lot of visibility and traction in the segments of the industry we are pursuing,'' said Kenneth Fitzpatrick, CA general manager-global marketing. “We're simplifying our entire portfolio of products, and delivering new ways of pricing to focus on becoming the top technology solution provider to our customers.'' CA in January began the first brand identity campaign in its 25-year history. It spent $100 million on the campaign, which was created by Young & Rubicam, New York.
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