Brands & Branding and Private Labels Case Study

Intel in 2006: A Brand New Identity

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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