Legrand, manufacturer of products and systems for electrical installations and information networks, is launching a strategic branding initiative in the North American marketplace. Legrand, whose North American headquarters is in West Hartford, Conn., will establish its global brand on behalf of all current brands and partners to build awareness of what's possible in this category, and generate increased interest and demand from end customers, the company said.

The company's current North American product lines, Cablofil, On-Q, Ortronics, Pass & Seymour and Wiremold, are recognized brands and will continue to play an important role.

“Our current customers will benefit from the increased visibility of Legrand as a trusted end-user brand through greater product demand and a focus on value-added products,” said John Selldorff, president and CEO, Legrand North America. “Time and time again, Legrand has proven throughout the world that it is possible to generate awareness for this category, to raise the value of what is being sold through innovation and to generate end customer demand for its products.”

The new branding initiative will include new corporate literature, advertising campaigns, in-store merchandising, signage and web presence investments that are already underway and will begin rolling out to the market in the fourth quarter of 2009.

Legrand operates in more than 180 countries with a workforce of over 30,000 people.