Hewlett Packard Enterprise (HPE) and HP Inc. face not only the same market challenges as their competitors but also persistent branding and identity issues stemming from their corporate split. Their fragmented approach to IT asset disposition (ITAD), with overlapping business units and multiple brand variations, has led to inefficiencies and customer confusion. This lack of clarity makes it difficult for enterprise clients to navigate HP’s ITAD offerings, weakening the company’s competitiveness. To address this, HP must unify its ITAD strategy and clarify its branding through a more cohesive marketing and go-to-market approach.