HomeResearch Articles Keysight: Building Equity in a Strong Corporate Brand

Keysight: Building Equity in a Strong Corporate Brand

  • Keysight wanted its brand to convey to the marketplace that it was a leader in high-performance electronic design and measurement. 
  • Early in the process, the Keysight brand team conducted a brand perception study to establish a baseline of brand awareness and understanding of brand by key audiences.  
  • A brand council performed numerous important tasks under sponsorship of the senior VP of marketing
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