Own-brand products to retain BenQ moniker

BenQ becomes Qisda

Taiwanese technology firm BenQ has announced it is to rebrand as Qisda. Standing for ‘quality innovation speed driving and achievement’, the new name for its corporate business replaces the six year-old BenQ branding.

In a statement, the firm said: “BenQ will be a wholly owned subsidiary of Qisda and will keep BenQ as its brand name. The own-brand product lines will remain the same as now, covering wireless communication products, mobile phones, LCD monitors, LCD TVs, Joybook notebooks, optical storage products, MFPs and scanners.”

The company will focus on its four key markets of LCD monitors, projectors, multi-function peripherals and mobile phone handsets. The company will retain its consumer electronics division, although it will be focusing most of its attention on its profitable LCD division, which currently accounts for 35 per cent of the company’s revenues.

The firm also stated that it had no intention of entering the highly competitive notebook market.

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