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Computex 2011: Sparkle undergoes rebranding campaign with dual brand strategy to expand into global markets

Sparkle Corp was established as a manufacturer in the professional graphics cards industry more than 30 years ago. Sparkle delivers complete solutions of high-speed performance and high-definition display quality to users. From the front-end of product design and development to back-end production management, Sparkle upholds the values of quality and technological innovation. Sparkle carries a full spectrum of high-quality products including computer graphics cards, fans, cooling solutions and accessories, all of which have received consumer recognition globally, achieving impressive sales benchmarks. The vertical stacks of all Sparkle video cards sold over the years would be over 8,000 times taller than Taipei 101.

In order to build a sustainable brand, increase the value of our products and create a total communication service system, Sparkle announces a rebranding campaign with ambition to become an all-round graphics card brand through reengineering logo and reestablishing brand value.

Sparkle has accumulated at least 30 years of abundant resources and R&D capability for international cooperation and Sparkle also possesses core technologies that are needed for developing and manufacturing graphics cards to solve even the most difficult visual computing and high performance challenges. Offering significantly improved product quality and reduced costs, Sparkle delivers video cards to desktop computers and high-end PCs with more computing performance and reliability than ever before. In addition, Sparkle leverages a highly integrated industry chain and being Nvidia’s AIC (Add-In Card) and global strategic partner enables Sparkle to be the first to launch new products and reduces the times to market, all with rapid product development speed to market and multi-functional products.

Sparkle has expanded substantially in recent years and today it is a major global player in the supply chain of graphics cards, setting amazing records such as the “No. 1 brand and market share leader in China,” a “Top 3 global graphic card brand” and the “No. 1 brand in Russia, Germany, India and Brazil.” Despite the international recognition of its products, Sparkle constantly reviews its brand position and strategy. In order to increase the awareness of the Sparkle brand in the market, Sparkle will take up an all-new brand-defining approach to boost new growth momentum through brand revitalization, implementing a business model with industry value chain based on development, manufacturing and brand marketing.

Highlighting Brand Value, Exploring New Visions and Continuing to Dazzle

The brand new corporate identity highlights Sparkle’s appeal as a high-tech and modern brand, Sparkle stuns consumers by creating a whole new corporate identity system. Sparkle means “dazzle, spark, brightness, vitality” and “SPARKLE” is inspired by diamonds which convey images of bright light and symbolise top quality. Sparkle’s general manager, Henry Lin, stresses: “The ‘Sparkle’ graphics card brand delivers on the assurance of “diamond quality” through strong R&D, creative teams, and global marketing to provide consumers with quality, reliable products as market leader.”

The “SPARKLE” logo has a lightweight design that continues the diamond concept. Simple and elegant diamond-cut lines convey the unique character of modern fashion, and sketch out a firm, stable sense of trust, and continuous technological advancement, all of which represent the value and corporate philosophy of the “SPARKLE” brand. With a future of unlimited creativity and variety of products in development, SPARKLE inspires consumers to seek out adventure and to explore the fun in life.

Dual Brand Strategy, Success in Emerging Markets & Entering High-End Market

Sparkle implements a dual brand strategy to expand its product range for the global market. Sparkle is the mainstream graphics cards brand and Calibre, the high-end graphics cards brand. As far as mainstream graphics cards are concerned, the rapid growth in emerging markets has to be taken into consideration. That is why Sparkle builds core competitive advantage by mastering key technology and offering customized products to meet the demands in specific markets. With comprehensive sales and marketing plans in place, Sparkle has already gained significant market share in emerging markets. Sparkle will continue to manage business developments and set up complete distribution channels in emerging markets with more flexible local marketing strategies.

High-end graphics cards are projected to be in more demand as a result of growing needs for 3D games and high-definition audio video entertainment. Sparkle is optimistic about the strong growth momentum in high-end video cards and will continue to invest in the high-end graphics card brand of Calibre. Sparkle seeks to greatly enhance competitive edge of products, bring high value-added service innovation and provide all-round excellent services to our customers through the expansion of production capacity and R&D resources, strategic alliance with global companies and technology update on high-end manufacturing process.

Sparkle’s Computex booth is at Nangang Exhibition Hall, booth L1206.

Sparkle’s new company logo


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