Exide exits, Powerware prevails

Exide Electronics Group has been renamed Powerware Corp., a move that initiates the power management product vendor's strategy to create a global master brand. That brand will envelop several Exide Electronics affiliates as well as Deltec.

Previously, the company operated under multiple brands in various regions of the world. While Powerware will become the master brand for most affiliates, some of them, such as Lectro, IPM and DataTrax, will retain their names.

The move also highlights the increasing importance of power equipment as an essential ingredient in all information technology networks, as important as basic hardware and software, said Pat Steffen, president of Powerware Corp.

The new name was evaluated internally by company officials from all over the world. Also, prospective names and marketing messages were tested with customer groups, distribution partners and others.

The company's standby, line-interactive and on-line uninterruptible power supply systems will adopt the Powerware name and new product designations on a pace to be determined by individual product marketing groups. Powerware is based in Raleigh, N.C.