Ducati owns probably the most valuable brand name in motorcycling, and like many brands Ducati finds ways to monetize this asset by licensing it out to other companies. One great marriage and example of this is the Ducati branded apparel available from Puma, which sees both brands benefitting from a racing/apparel association. One not so great example of this concept however is the Toshiba Satellite U500 Ducati Edition laptop, which sees the vanilla of portable computers get stamped with the mark of Corse Rosa.
When you think of Ducati motorcycles, many attribute a quality of refinement, styling, and exclusivity. However, how one is supposed to make that association with this bulky 13.3in laptop sporting a 2.53GHz Core 2 Duo P8700 processor with a big fat “Toshiba” logo on the back is beyond us. There’s an argument to be made about how this sort of branding and promotion works and adds value to a brand, but I still say pick your partners wisely…this means you too Ducati. Thanks for the tip Dan!