Motorola reorganisation sparks brand review

Motorola is currently reviewing brand strategy for its broadband and handset divisions following last week’s announcement to create two standalone companies.

According to a spokeswoman for Motorola, the US-based company is undertaking research to evaluate how divisional brands will be determined when the two publicly-traded companies relaunch next year.

At this stage, she says, it is too early to say if external groups will be brought on board as part of the process. In-house design will be unaffected, as each division has its own dedicated design team.

Last week Motorola announced plans to split the two divisions, following a structural and strategic realignment of its business, after poor financial performance and reported losses of almost £200m in its fourth quarter.