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Corporation:: Branding An Ingredient

Intel should continue and expand its successful "Intel Inside" branding program. The program has helped Intel build strong brand equity and a positive brand image for its microprocessors. Intel should focus on increasing visibility of its Pentium processors under the "Intel Inside" logo through brand extension. It could also modify the Pentium name slightly to reflect new product qualities while maintaining brand recognition and reducing consumer confusion.

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Atul Bodke
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28 views

Corporation:: Branding An Ingredient

Intel should continue and expand its successful "Intel Inside" branding program. The program has helped Intel build strong brand equity and a positive brand image for its microprocessors. Intel should focus on increasing visibility of its Pentium processors under the "Intel Inside" logo through brand extension. It could also modify the Pentium name slightly to reflect new product qualities while maintaining brand recognition and reducing consumer confusion.

Uploaded by

Atul Bodke
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Corporation:

Branding an Ingredient

Group 5, Sec E
Abhishek Sinha
Arun Kumar Pasi
Kumar Amit
Mohammad Saif
Rajesh Kumar V
Rahil M Maniyar
Sabitra Sudarshan Panda
What should Intel Do??
 Intel should not include i386 processor in its current ‘Intel Inside’
program

 The ‘Intel Inside’ campaign could be extended to non


microprocessor products but it would confuse customers and dilute
its current brand equity in microprocessor domain.

 When the consumers become fully aware of Intel as a brand then


Intel should create a separate logo having only ‘Intel’ and use it for
other products instead of using the Intel Inside logo.
What should Intel Do??
 ‘Intel Inside’ program had already become a huge success
As per the case 60% of those surveyed had positive opinion regarding the
‘Intel’ as a brand. This also shows that it had developed a high brand equity. So
the focus of Intel should be to take forward its ‘Intel Inside’ program and
further enhance its brand value.

 Company should increase the visibility of ‘Pentium’ processors by relating


it directly with the ‘Intel Inside’ logo (Brand Extension). It should also
increase awareness among user regarding its higher quality as compared
to other processors in the market.
What should Intel Do??
 Intel should continue with Pentium name but slightly modify it to reflect
the qualities of new products
It could call it, Pentium-NXG, Pentium- ADV etc.

 The reason is that the Pentium name is already well known to consumers
and the company can build on its positive feedbacks to take the challenges
posed by new processors like PowerPC.

 This would also reduce the confusion in mind of consumers regarding the
Intel products and consumers could easily differentiate new product as a
advanced version of earlier product.
• Than

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