Verizon brands broadband gear

Verizon is seeking to put its brand on broadband, announcing today its plans to put the “Verizon” name on home networking equipment sold through retailers.

Under an agreement with Belkin, Verizon-labeled wireless routers, USB adapters, and desktop and laptop cards will be sold at leading retail stores that already sell Verizon Online DSL service.

The primary goal is to increase the visibility of Verizon’s brand with consumers, a spokesman said.

“Having the equipment sitting on the shelf in a Verizon-branded box puts Verizon front and center with those customers who are looking for broadband products.,” he said.

In addition, the company hopes to drive up DSL sales. Today, most DSL sales are made through Verizon’s Web site or through calls to its business office. The spokesman said there were no immediate plans to sell broadband network gear associated with the company’s fiber-to-the-premises network, called FiOS, but didn’t rule that out in the future.

Verizon will market the gear using in-store kiosks and signage and will offer marketing programs to include rebates, coupons and other special offers, according to Catherine Stanley, Verizon director of brand management.

The service provider signed a licensing deal with Belkin, under which the manufacturer will produce, ship and provide technical and customer support for the broadband networking equipment.