Cisco to dump Linksys branding - UPDATE: Not

All Cisco properties to come under one name

27 July 2007 9:14 GMT / By Stuart Miles

Cisco is to kill off the Linksys name according to the company's CEO John Chambers.

Talking to European press, Chambers confirmed the "end of life" of the Linksys name, currently a subbrand, which has until now been used for its consumer routers and networking products.

It will be replaced by the new and redesigned Cisco branding.

"It will all come overtime into a Cisco brand. The reason we kept Linksys' brand because it was better known in the US than even Cisco was for the consumer. As you go globally there's very little advantage in that", he said.

STORY UPDATE: Apparently Cisco are not planning to lose the Linksys branding as was widely reported, they are keeping the subbrand in the "near term" as it has good consumer recognition.

However they have said that "examine their branding strategy going forward" so make of that what you will.

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