Xerox: Transforming an Iconic Brand

Interbrand has made one of the world's most iconic brands an even more valuable business asset.

In the 40 years that Xerox had maintained the same brand identity, its business had radically changed. Although historically synonymous with copier solutions, the company’s business had expanded to include cutting-edge business technology and service expertise that simplify the way work is done and more effectively manage content and communication.