NEC Computers has dropped the Packard Bell brand name in order to enhance its own position in the consumer desktop market.
General manager sales and marketing, Tim Falinski, said it had been gradually phasing out the brand over the past 12 months.
"We have withdrawn the Packard Bell name just to align ourselves with where we believe business is going. All of our products will now be branded as NEC," he said.
Falinski said Packard Bell accounted for about 60 per cent of sales.
He stressed it had not lost any volume in the transfer.
NEC had reduced the number of Packard Bell SKUs and significantly increased NEC SKUs for a smoother transfer during the phasing out process, he said. The brand name had only been used on its consumer desktop range.
NEC and Packard Bell joined forces in Australia in 2000.
Falinksi said it would continue to meet Packard Bell customer warranties and conditions, along with services, support and requests.