Novell Extends Powerful NetWare Brand Boldly into the Future

New Corporate Logo, Advertising, and Branding "Marketecture" Assert
Novell's Leadership in Global Networking

OREM, Utah, -- Sept. 21 -- Novell, Inc. (Nasdaq: NOVL) today launched a
comprehensive marketing campaign to build on the company's leadership in
networking by communicating its role in the rapidly expanding market for
global connections and network services. A new corporate logo was
unveiled, along with a targeted worldwide advertising campaign. Novell
also disclosed initial details of a comprehensive branding "marketecture"
model that will be deployed over the coming year. The announcement was
made in conjunction with the rollout of Novell's strategic technology
initiatives.

"Novell marketing - from our logo to our advertising - will convey the
strategic power of networking and secure Novell as the leading networking
brand for years to come," said Christine G. Hughes, senior vice president
of Corporate Marketing for Novell. "We are expanding our communications
with existing and new customers to make the complex story of networking
relevant and understandable to today's broad market." Novell's new
corporate logo conveys the dynamics of the new networked world while
building on the recognition of the design launched by Novell in the 1980s.
The logo was developed by Novell's branding partner, New York-based
Frankfurt Balkind. The first in a series of advertisements also debuted
today in targeted business, consumer and computer trade media worldwide.
Created by San Francisco- based Young & Rubicam, the ads combine humor,
intriguing visuals and accessible messages to deliver the Novell story to
key constituencies including customers, developers and channel partners.
The ads communicate the experience of being connected and underscore the
broad potential of networking.

Novell also previewed selected components of a comprehensive branding
"marketecture" model. Designed to leverage the company's deep equity in
the NetWare brand, the model clarifies how Novell's wide range of products
work together and makes it easier for customers to make complex purchase
decisions.

"The branding model will clearly communicate how every Novell product
supports our strategic focus - providing smart networks that are
accessible from anywhere, span multiple platforms, and extend to a myriad
of intelligent devices," Hughes said

The NetWare brand has been a powerful imprint for Novell since its
inception. Both "NetWare" and its root "Net" will be extended to new and
existing products. For example, Nested NetWare is the new name for
Novell's software for connecting nontraditional computing devices - from
fax machines to microwave ovens (it was formerly known by the acronym NEST
for Novell Embedded Systems Technology). DeveloperNet is the name of a new
program Novell will introduce to developers next week at Networld+Interop
in Atlanta. Novell's popular Yes Program for product compatibility has
been rebranded as YesNet ; and its publisher relations program, introduced
this June, is known as MediaNet.

The complete branding framework will be announced in the November
time-frame at the start of Novell's new fiscal year. New product names
will be announced as updated products are released into the marketplace
over the next year.
 
 =========================================================
 From the 'New Product News' Electronic News Service on...
 AOL (Keyword = New Products) and Delphi (GO COMP PROD)
 =========================================================
 This information was processed from data provided by the
 company/author mentioned. For additional details, please
 contact them directly at the address/phone# indicated.
 Trademarks are the property of their respective owners.
 =========================================================
 All submissions for this service should be addressed to:
 BAKER ENTERPRISES,  20 Ferro Dr,  Sewell, NJ  08080  USA
 Email: rbakerpc@delphi.com  -or- RBakerPC (on AOL/Delphi)
 =========================================================
