Brocade (NASDAQ:BRCD) is to retire or at least “avoid using sub-brands” from acquisitions in a bid to simplify its branding.
This means that the storage networking firm will phase out the use of Vyatta, SteelApp, Vistapointe, and Connectem names.
“This is a change in product naming only; Brocade is fully committed to the value of all of these technologies, and will be extending them across a full range of Brocade’s virtualised products as part of its open, software-enabled networking strategy,” the firm says in a statement.
In a blog post Kelly Herrell, Brocade’s senior VP and general manager of software networking says that the change has come about as the firm wanted to “simplify the way we talk about our disruptive offerings to ensure clarity for our stakeholders”.
“Customers and partners need a clear and descriptive naming convention for our software products in order to understand their respective roles in emerging network designs,” he says.
“While there is strong recognition of previous product names (for example, Vyatta and SteelApp) we believe that reinforcing Brocade as the master brand and using functionally descriptive names instead of acquired brands will better serve our stakeholders now and into the future as our portfolio grows.”
The changes will see, among other things, the Brocade vRouter renames from Vyatta; Brocade vADC changing to this name from SteelApp vrtual ADX and VistaPointe renamed Brocade Network Visibility and Analytics.
“As our software product portfolio flourishes, it’s important that our stakeholders have a clear understanding on the wide (and growing) range of functions, all delivered from the single world-class company focused on breaking the status quo through leadership,” adds Herrell.
Brocade has also introduced an updated corporate website with an improved user experience, designed to help website visitors easily find the information they’re looking for. Brocade says the website features the firm’s “new visual language and streamlined interface”.
