Business Case Studies, Brands & Branding and Private Labels Case Study, Intel, Microprocessor Industry

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Intel in 2006: A Brand New Identity

Publication Year : 2006

Authors: Mridu Verma

Industry: Engineering, Electrical and Electronics

Region:USA

Case Code: BBP0049P

Teaching Note: Not Available

Structured Assignment: Not Available

Buy This Case Study
OR





Abstract:
Till 2005, Intel has been competing mainly in the personal-computer space where its goal has been to produce faster and better chips. Intel’s component branding strategy has aimed at linking brand Intel to trust and quality. In the past few years, Intel’s growth has been slowing down, even as cell phones and handheld devices assume greater importance in people's lives. With Intel’s management realising that the market for Intel products in 2006 goes beyond the traditional personal computer (PC) and requires a different marketing strategy, Intel has to make its presence felt in other product categories. Brand Intel needs a makeover to be relevant in the new scenario. On 5th January 2006, Paul Otellini, Intel’s new CEO unveils Intel’s new branding strategy. Central to the effort is the first new corporate logo in more than three decades, new brand architecture, and an endeavour to align brand Intel to its new markets.

Pedagogical Objectives:

  • The case discusses Intel’s marketing and promotion strategy over the year
  • Its component branding strategy
  • The case discusses the reasons behind the change required in Intel’s marketing strategy
  • Intel’s rebranding initiatives.

Keywords : Intel, Microprocessor Industry, Innovations at Intel, Paul Otellini, Intel’s new branding strategy, Intel’s new corporate logo, Re-branding Intel, Pentium, Brands & Branding Case Study, Intel inside, Leap ahead, Viiv, Centrino, Core 2 Duo

Contents:

  • Introduction
  • Background Note
  • Ingredient Branding
  • Rebranding Intel

  • Intel's New Business Platforms
  • Intel's Brand Architecture
  • Looking Ahead

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap