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Intel Building A Technology Brand

This document discusses the branding strategies of Intel over time. It begins with Intel's early days introducing processors in the 1970s-1980s and a trademark battle. It then discusses the evolution of Intel's branding strategy in the 1990s with the "Intel Inside" campaign to build brand equity. The campaign was successful but had some weaknesses. The document also discusses Intel branding the Pentium processor and later brand extensions and a new "Leap Ahead" campaign, with some issues. Overall, it provides an overview of Intel's branding strategies from the 1970s to 2000s.

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174 views

Intel Building A Technology Brand

This document discusses the branding strategies of Intel over time. It begins with Intel's early days introducing processors in the 1970s-1980s and a trademark battle. It then discusses the evolution of Intel's branding strategy in the 1990s with the "Intel Inside" campaign to build brand equity. The campaign was successful but had some weaknesses. The document also discusses Intel branding the Pentium processor and later brand extensions and a new "Leap Ahead" campaign, with some issues. Overall, it provides an overview of Intel's branding strategies from the 1970s to 2000s.

Uploaded by

sumita_16
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 PPT, PDF, TXT or read online on Scribd
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INTEL

BUILDING A
TECHNOLOGY BRAND

Group 10
Alex Cherian
Gayatri Deshpande
Manish Jairath
Samprita Sinha
Sumit Singh Arora
OBJECTIVES
Intel – Early days
Evolution of Intel’s branding strategies
‘Intel Inside’ Campaign
Branding Intel P5
Brand Extensions
Intel Tries to ‘Leap Ahead’
Learnings
EARLY DAYS…
 In late 70’s, Intel introduced 8086 processor followed by 8088
 Endorsement of 8088 microprocessor by IBM for its first PC
 In late 80’s, launched successful products in 386 and 486
technology of microprocessor
 Threat from competitors with similar naming products
 Trademark battle with AMD over 386 naming convention of
microprocessors
 March 1, 1991 lost the court battle for explanation of being
generic and hence not trademark worthy
EVOLUTION OF INTEL’S
BRANDING STRATEGY
Trigger:
• Losing the ‘386’ trademark case in March 1991 forced Intel to
come up with a new branding strategy
• New branding strategy to take care of the new home PC
market
Strategy:
• Use of logo ‘Intel Inside’ to highlight the presence of Intel
chips inside PCs
• Coop Marketing, sharing advertising expenses with OEMs
• Advertising Program to build equity
• Focus from ‘Push’ to ‘Pull’ communication, more focus on
actual computer buyers instead of computer manufacturers
INTEL INSIDE CAMPAIGN
Strengths

Clear conversion
Build Brand Equity and pull preference
Co-operative support from OEMs.

Weakness

Conflict with 1st tier OEMs


Product is under advertised
Difficult to diversify across other product lines apart from
microprocessor without changing the theme
INTEL INSIDE BRAND EQUITY
• Active Engagement
•Marcom Award,
Grand Marquis

Resonance
• Technology Leader •Trust
•Innovator • Self respect
•Customer Focused •Tech Savvy
Judgme Feelings
nts
• Quality • CPU Brand
• Compatibility •Linked with PC
•Speed •Technology Driven
Performance Imagery •Name of the
Company
• Co-operative
Advertising with OEM’S Salience
• Intel brand name linked
with Microprocessors
BRANDING INTEL P5
Guidelines for selecting the new brand
– Difficult for competition to Imitate
– Trademarkable
– Signifies a new generation of technology
– Effective in transitioning between future generations
– Applicable globally
– Support Intel’s brand equity
– Sound like an ingredient to work with OEM’s brand names
BUILDING BRAND AWARENESS

Launch:
Andy Grove in an exclusive
interview on CNN announced the
new subrand name as ‘Pentium’

Developing Brand Awareness:


Internal Focus:
PR department monitoring all
references in press to ensure that
‘Pentium’ is being used instead of
‘P5’ or ‘586’

Advertising
Famous advertising campaigns –
‘bunny people’, ‘Blue Man Group’ Consumer Response to various surveys
highlight their association to the Intel brand
BRAND EXTENSIONS
New Ventures
• Consumer electronics, e-commerce and Internet hosting
• In 1999, acquired 12 companies for $6 billion
• Invested in 25 communication technology and over 125 internet-
focused startups
Exiting non-processor businesses
• Internet venture proved futile due to lack of experience and stiff
competition from established players
• Exited non-processor business
• Stopped manufacturing network servers and routers on complaints
from big customers of microprocessors

“I think we have cleaned up our product line. In this difficult times [these
peripheral businesses] were distracting us from our core strengths”
- Craig Barrett, CEO (2001)
INTEL TRIES TO
‘LEAP AHEAD’
In Jan 2006, Intel officially launches the ‘Lead Ahead’ campaign
Need for a new campaign:
•Four new key strategic markets : Mobile, Digital Home, Enterprise & Health
•One new platform – Intel Viiv
•‘Intel Inside’ theme not appropriate for Digital Home and Intel Viiv
•New theme required for changing situations and new opportunities in
microprocessor industry
Issues:
•Existing huge global brand awareness
•Losing a well known slogan is like throwing away the investment
•New slogan will require time to catch on

Our Verdict:
Considering the need to align with new business
strategies, the new branding strategy is the step in the
right direction
LEARNINGS
• Co-obranding and sharing advertising
expenses
• How to choose a new brand name
• Importance towards building brand
awareness
• Brand extensions should be done only
– If there are synergies to be gained
– Not much deviation from core
competencies/businesses
• Evolving your branding Strategy
THANK YOU

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