Brands & Branding and Private Labels Case Study

Intel: In Search of a New Identity

Abstract:
The very first major move which Paul S. Otellini took, after becoming the new CEO of Intel Corporation, was changing the company’s 16-year old logo. The change was not only in the tag line but also in the famous Intel’s “dropped-e” corporate logo. The company was the market leader in its microprocessor segment and the famous tag line, ‘Intel inside’, was closely associated with its success. A sudden shift from its year-old and well known corporate logo to a new one, was quite unlikely Intel. Moreover, the company was planning to diversify to other businesses, apart from its core PC segment, thus, decided to change from ‘Intel Inside’ to ‘Leap Ahead’. There were many instances where companies had changed their corporate logos and also succeeded in maintaining their images in the market.

This case highlights the above-mentioned issues and allows room for discussing whether Intel has made the right move or not.

Pedagogical Objectives:

• To understand the processor industry
• To discuss the new marketing initiatives taken by Intel
• To debate on whether this initiative would help Intel to succeed in future.

Keywords : Intel Corporation, Logo, Desktop PC (personal computer), Brands & Branding Case Study, Microprocessors, Semiconductors, Component branding, Apple, Multi-tasking, Servers, Intel inside, Leap ahead, Marketing, Image dilution, Brand valuation, Tagline