Intel Branding Strategy Case
The University of IOWA
Tipple School of Management
IMBA Program – Intake 6
Prepared By Group 2: Kimmy Wong Diana Hung Mike Yeh Ken Wan Date: 18/07/2009
1. Was the Intel Inside campaign worth it ? What were its strengths and weaknesses?
The unfavorable judgment against Intel “386” trademark in 1991 indicated that any competitor could market its product using the same marks, numerical sequencing, used by Intel. To differentiate from competitors and solve the problem of market confusion among the product offerings, Intel developed an alternative branding strategy by focusing on building the company’s brand image instead of product-based brand strategy. Under the new branding strategy, Intel was established as a brand, a reliable and premium brand, ably transferring the equity of “386” and “486” microprocessor to Intel, the company and to distinguish Intel products and to communicate the depth of Intel as a corporation with respect to its competitors as well.
To boost the awareness of Intel’s brand name and strong differentiation, the company employed a series promotion campaigns to reinforce the main message of “Intel Side” aggressively after loss of trademark. Detail of their promotion campaigns are as under:
[pic]
Intel campaign has successfully introduced the microprocessor to the market and consumers can identify its microprocessor technology. Its success laid the groundwork for moving into next generation. Through repeat impressed promotional message be certain that consumer have Intel technology on the inside. As Intel is the leader and the best microprocessor supplier.
In Intel Inside campaign, the company
Tipple School of Management
IMBA Program – Intake 6
Prepared By Group 2: Kimmy Wong Diana Hung Mike Yeh Ken Wan Date: 18/07/2009
1. Was the Intel Inside campaign worth it ? What were its strengths and weaknesses?
The unfavorable judgment against Intel “386” trademark in 1991 indicated that any competitor could market its product using the same marks, numerical sequencing, used by Intel. To differentiate from competitors and solve the problem of market confusion among the product offerings, Intel developed an alternative branding strategy by focusing on building the company’s brand image instead of product-based brand strategy. Under the new branding strategy, Intel was established as a brand, a reliable and premium brand, ably transferring the equity of “386” and “486” microprocessor to Intel, the company and to distinguish Intel products and to communicate the depth of Intel as a corporation with respect to its competitors as well.
To boost the awareness of Intel’s brand name and strong differentiation, the company employed a series promotion campaigns to reinforce the main message of “Intel Side” aggressively after loss of trademark. Detail of their promotion campaigns are as under:
[pic]
Intel campaign has successfully introduced the microprocessor to the market and consumers can identify its microprocessor technology. Its success laid the groundwork for moving into next generation. Through repeat impressed promotional message be certain that consumer have Intel technology on the inside. As Intel is the leader and the best microprocessor supplier.
In Intel Inside campaign, the company