WASHINGTON, Oct. 11, 2012 /PRNewswire/ -- The Business Software Alliance today unveiled a new brand identity reflecting a strategic alignment of its operations and the transformative impact of software on every aspect of modern life.

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Effective immediately, the organization will be known as BSA | The Software Alliance.

"We started 24 years ago as the Business Software Alliance because the industry's biggest focus in its early days was on providing tools for enterprise. Today, we are simply The Software Alliance, because the benefits of software innovation extend into every aspect of modern life," said BSA President and CEO Robert Holleyman. "Our member companies are making education and health care more effective, transportation more energy-efficient, entertainment more interactive, communication richer, and the world around us more navigable. BSA's brand identity celebrates that evolution and transformative impact."

The rebranding includes a new corporate logo representing the tight connections between BSA's global public policy, government relations, public education, and intellectual property enforcement activities, which it conducts from 14 offices around the world, including its new global headquarters near the US Capitol in Washington, DC.

"We have aligned BSA's operations around integrated advocacy initiatives and expanded anti-piracy programs that deliver strategic value to our member companies as they continue innovating and the marketplace rapidly evolves," said Holleyman. "Our new brand reflects BSA's focus on ensuring members can seize new opportunities to accelerate their growth globally. That entails protecting the intellectual property rights that spur technology innovation, breaking down emerging trade barriers, and advancing policies that will help the global cloud computing market flourish."

BSA released a video about its branding and strategic alignment on its blog, BSA TechPost: www.bsa.org/techpost.

The launch of the new brand comes on the heels of BSA's move to new headquarters near the US Capitol. As the only technology association with truly global reach, its offices serve as a hub of collaborative activity for the software industry in world capitals from Washington to Beijing.

About BSA

BSA |The Software Alliance (www.bsa.org) is the leading global advocate for the software industry. It is an association of more than 70 world-class companies that invest billions of dollars annually to create software solutions that spark the economy and improve modern life. Through international government relations, intellectual property enforcement and educational activities, BSA expands the horizons of the digital world and builds trust and confidence in the new technologies driving it forward.

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