Sgi Case Study
Questions for the Case Analysis:
1) What elements and characteristics comprised the equity in the Silicon Graphics brand in 1996?
2) How would you characterize the SGI brand in 2000?
3) What do you think SGI did right in terms of building its brand?
4) Did SGI make any mistakes in the way it managed its brand?
5) Was the rebranding of SGI successful - and how would you measure success, in general?
6) What recommendations would you give SGI executives regarding stewardship of their brand in the future?
Case Analysis
1) Silicon Graphics was founded in 1982 by Dr. James Clark, who was a professor at Stanford University and had designed a new chip that would ameliorate the 3D graphics performance of computers (Case Study). From 1982 until 1996, Silicon Graphics underwent many changes that directly affected the brand equity in 1996. In order to analyze what comprised the brand equity of Silicon Graphics one must understand what brand equity is itself. Brand equity is what sets apart one brand from another one, offering similar products. In this case, for example, we could argue that Silicon Graphics brand equity would be all the assets Silicon Graphics offers that makes it different from IBM while offering similar products (www.groups.haas.berkeley.edu). Brand equity is in fact a psychological value that is created in the minds of consumers and is only created when the consumer adds the real assets the brand is offering; brand awareness which would be how the brand manages to be associated to a certain category or product line. In the case of Silicon Graphics, it would be how they managed through time to be associated with “visual computing” which was their specific product cue. The brands level of perception, their quality compared to that of their competitors, which was one of Silicon Graphics’ best and most valued assets. Silicon Graphics’ had innovated computing and offered the best quality of 3D imaging, created especially for their high end
1) What elements and characteristics comprised the equity in the Silicon Graphics brand in 1996?
2) How would you characterize the SGI brand in 2000?
3) What do you think SGI did right in terms of building its brand?
4) Did SGI make any mistakes in the way it managed its brand?
5) Was the rebranding of SGI successful - and how would you measure success, in general?
6) What recommendations would you give SGI executives regarding stewardship of their brand in the future?
Case Analysis
1) Silicon Graphics was founded in 1982 by Dr. James Clark, who was a professor at Stanford University and had designed a new chip that would ameliorate the 3D graphics performance of computers (Case Study). From 1982 until 1996, Silicon Graphics underwent many changes that directly affected the brand equity in 1996. In order to analyze what comprised the brand equity of Silicon Graphics one must understand what brand equity is itself. Brand equity is what sets apart one brand from another one, offering similar products. In this case, for example, we could argue that Silicon Graphics brand equity would be all the assets Silicon Graphics offers that makes it different from IBM while offering similar products (www.groups.haas.berkeley.edu). Brand equity is in fact a psychological value that is created in the minds of consumers and is only created when the consumer adds the real assets the brand is offering; brand awareness which would be how the brand manages to be associated to a certain category or product line. In the case of Silicon Graphics, it would be how they managed through time to be associated with “visual computing” which was their specific product cue. The brands level of perception, their quality compared to that of their competitors, which was one of Silicon Graphics’ best and most valued assets. Silicon Graphics’ had innovated computing and offered the best quality of 3D imaging, created especially for their high end