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BullGuard to drop name in favour of Norton branding

Resellers say the move has come as a surprise and puts them in direct competition with high-street retailers

BullGuard

London-based antivirus software provider BullGuard has announced it will drop its name as it transitions to the Norton brand.

In 2021, the BullGuard business, including its products and services, was bought by German cybersecurity firm Avira, which itself is owned by US-based cyber security giant NortonLifeLock.

In an announcement, BullGuard revealed it has now begun transitioning its products, services, customers and partners to Norton for “consumer and channel activities”. 

“After the transition is complete, we will no longer use the BullGuard logo or branding, so we hope you’ll join us in the transition,” the firm said. “The first thing to say is that our commitment to you, your business and your end users will not change.”

BullGuard’s sales team remains largely in place, along with some new additions from Norton that the company plans to reveal in due course. 

The provider is also encouraging partners to join the new Norton Empower Reseller Programme, which it says will offer “the same level of account support” as its own Advantage Partner scheme. Businesses joining the initiative will receive Revenue Share benefits on Norton Empower products.

“This represents an amazing opportunity for independent resellers to be able to earn Revenue Share on Norton Empower products, and benefit from the opportunities afforded from a brand that achieves 87% global brand awareness,” BullGuard explained.

New end users will also be able to take advantage of Norton Empower products that now incorporate some of BullGuard’s own features – such as Game Booster into Game Optimizer. 

“We’re confident that existing end users will also welcome the opportunity to discover the benefits of Norton,” BullGuard continued. “Most will enjoy a simple migration to a Norton product, as part of the transition process.”

Towards the tail end of 2021, BullGuard was coy on whether or not the brand would change, telling customers there would be no immediate transition. 

“At the moment, the brands will not change,” a customer support team leader said in a BullGuard forum back in November. “There have been no changes announced to the BullGuard product portfolio at this time. Our main focus, across all brands, is to provide the best digital security and privacy solutions to as many people in the world as possible.

“In the mid-term, we expect this merger to benefit customers, as we can leverage our combined expertise to offer even stronger, more robust product options to BullGuard, Avira and NortonLifeLock customers. At this time no product decisions have been made. We will announce any changes in due time.”

Lee Grant, owner and operator of Bullguard reseller Inspiration Computers, tells ChannelPro that the U-turn has taken distributors by surprise, adding that many have had no information on how Nortan plans to migrate Bullguard users.

“Speaking with other independent computer retailers, there is uncertainty about their next move," he said. "Selling Norton puts us in direct competition with large high-street multiples who are not incentivised to sell lesser-known AVs like Bullguard. 

"Why would an independent retailer stock a product which their approved distributor sells to them for £30 when it can be purchased on the high-street as a loss-leader for £15.”

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