Intel Inside Case Study

Topics: Brand, Advertising, Brand management Pages: 2 (739 words) Published: March 7, 2013
Group #3 (Under Armor) Intel Inside Case Study Initially the motivation behind the branding of Intel Inside was to establish the company by name and identify the high performance products that were used inside the computer with the company. This was in an effort to create an image for a company which often was subjected to behind the scenes and specific industry awareness, but wanted to establish it’s brand presence to the general public. Intel created a consumer brand to make sense of the rapidly changing computer cycles. The technology giant had already established a reputation as a quality brand throughout the technology world, however, their aim was to spread awareness and create a positive image for themselves in the public eye. The success of Intel can be attributed to many factors over their rise to the top of the technology world. First, they established a co-op advertising program to start attracting original equipment manufacturers and place their products in mass produced PC’s. Intel was able to gain this advantage by paying for the advertising for their partner company’s advertising in return for the Intel logo being on product. In addition, the technology company used unique and technologically advanced advertisement campaigns, such as the measles ad, Star Wars commercials, and an audio jingle that they attached to all of their advertising and branding campaigns which helped to create a familiarity among consumers and set the company apart from other competitors. Because of all of this Intel’s microprocessor became an integral part of the PC in the eyes of the consumer and enabled them to gain a competitive advantage on price, performance, and research and development. At the time the case was written, the current problems facing Intel include the competition from other microprocessor manufacturers, who were producing chips which took aim at a cheaper computer market which Intel had not yet tapped into. Not helping the situation was the rising price...
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