Dell to spend 'hundreds of millions' on rebranding campaign

The world's number two personal computer manufacturer will launch the campaign to coincide with a range of new laptops and JBL speakers.

Paul-Henri Ferrand, chief marketing officer for Dell's global consumer, and small and medium business division, said: "We're going to stop mentioning price as the single important aspect."

According to a Reuters report Dell will seek to emphasise that it is a premium and not price led brand.

The new range of products includes a laptop that converts into a 10-inch tablet computer as well as other smaller tablet devices.

Dell's retained creative agencies are WPP shops Y&R and Wunderman.

News of the ad campaign follows the promotion of Karen Quintos to chief marketing officer after Erin Mulligan Nelson left to join software company Bazaar.

Dell is currently reviewing its US business for consumer small, medium and public businesses.

Dell faces a struggle to crack open the tablet market. Earlier this week Apple chief Steve Jobs was dismissive of rival efforts.

"We think these seven-inch tablets will be dead on arrival. They'll learn the painful lesson that they're too small and have to expand them next year."

Dell was unavailable for comment and Y&R referred calls to the client.