Dell is making over its marketing strategy in an attempt to dump its image as a cut-price alternative to higher-end products from the likes of Apple.
The hardware giant will spend "hundreds and hundreds of millions" on a new consumer advertising campaign, timed to coincide with the launch of several new products.
"We're going to stop mentioning price as the single important aspect," Paul-Henri Ferrand, chief marketing officer for Dell's global consumer and SMB division, told Reuters.
He added that the firm wants to emphasise its premium products, not just cheaper devices.
Details of the new launches, which include a number of tablet PCs and a netbook that converts into a 10-inch tablet, are due to be unveiled on Monday.