contentS > the hp brand back forward Skip to next chapter 3 The HP brand 2.0 The HP brand is one of the most powerful assets .0 introduction 1 .0 the hp brand 3 we own. We capitalize on this asset by sharing . brand promise 4 . brand character 5 an understanding of what our brand stands for .3 alignment 6 3.0 and how we bring it to life in our work everyday. how we look 7 4.0 When the elements of our brand identity— how we talk 68 5.0 Legal and trademark 79 6.0 how we look and how we talk—are aligned contact information 82 and consistent across all applications, we can leverage the power of our brand to differentiate our offerings from our competitors, attract customers and enter new markets. This is how we connect our work in business groups and regions with the essence of our company and our brand. And this is how we drive customer recognition —and build loyalty—in all of our markets.