Intel Case Study

275 Words2 Pages
What was the original reason for Intel Inside? The primary reason for the Intel Inside campaign is to establish a single brand What does the Intel Inside brand stand for? The Intel Inside brand stands for the promise of value offered by its products safety (reliability) and leading edge technology offering performance. What factors accounted for the success of the Intel Inside brand? There are several factors that made the brand to be so successful 1. A simple, easy to remember tag line that conveys the core brand identity. It allows customers to easily recall the brand when they shop for products. 2. The capability (superior technology) that Intel possessed, to deliver the value promised by the brand to its customers. State the case for extending the Intel Inside brand With the explosion of PDAs and other smart devices (smart phones, tablets, hand held computers) computing is no longer restricted to desktop (both workstations and servers) or laptop computers. State the case for not extending the Intel Inside brand Customers in their minds never associated Intel with any products not related to the PC industry. Branding is primarily defined by the customers and there is a considerable risk of the extension not being perceived correctly ultimately leading to dilution of the brand. This situation makes a case for recommending Intel not to extend the branding to include other product offerings. Conclusion Intel should consider extending its brand to include other product offerings catering to the needs of the non-PC segment but only those meant to serve needs of segment requiring computing power (e.g. processors for mobile, smart phones, and hand held
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