CSC repositions its brand in global market

Computer Sciences Corp. has officially changed its name to CSC and launched the company's initial U.S. advertising campaign, part of a global brand repositioning that the government integrator began earlier this year.

The campaign is designed to more clearly communicate CSC's global experience, industry-specific expertise, collaborative approach and ingenuity, said David Booth, president of global sales and marketing at CSC, in a Sept. 8 announcement.

"This thorough repositioning of CSC, which affects every aspect of the company, will help us achieve our ultimate goal of strengthening our brand profile over the long term," he said.

CSC's branding effort is a major aspect of its new strategic business initiative and five-year plan to increase growth and profitability, company officials said. Along with the name change, CSC has added a business unit focused on global sales and marketing and earlier this year moved its corporate headquarters to Falls Church, Va.

CSC ranks No. 9 on Washington Technology's 2008 Top 100 list of the largest federal government prime contractors.