Dell Company markets specialty brands to different consumer groups. Typically, brand Optiplex, Latitude and Precision business aimed at the puffy and large scale, where advertising companies place more emphasis on long life, reliability and ability to continue operating. Brand Dimension, Inspiron and XPS is more oriented to consumers, students and home-office environment on a small scale, emphasis on price, performance and capabilities to be developed further.
In 2005, Dell introduced the Dell XPS re-brand aimed at the gamer market that can bring many benefits. XPS desktop systems use silver rather than black for the color of the casing as it is commonly found on PCs Dell latest outputs. Dell also adds to the diversity of its product range includes USB Key drives, LCD Televisions and printers.