Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign

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Case Details:

Case Code : MKTG227
Case Length : 28 Pages
Period : 1989-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Intel Corporation
Industry : Computers, IT and ITeS
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

The history of Intel goes back to the late 1950s, when two engineers, Gordon Moore (Moore) and Robert Noyce (Noyce), started working at Shockley Semiconductor Laboratories (SSL), a research lab founded by Nobel laureate, William Shockley (Shockley)...

Marketing a Component?

Since the advent of PCs in the late 1970s, marketing was mainly carried out by software publishers and PC suppliers. Around that time, the advances in Intel's microprocessors played a significant role in transforming PCs from a business management and production tool to a new entertainment, education, and information tool, in addition to their being a device for business applications...

Intel's Earlier Marketing Initiatives

The 'Intel Inside' Campaign
According to Intel, the key to its marketing strategy was building confidence among consumers in the Intel brand and exhibiting the significance of buying a microprocessor from the world's leading microprocessor company...

The 'Sponsors of Tomorrow' Campaign

Intel's next move was to launch a branding campaign that focused on promoting the Intel brand rather than its products. On May 11, 2009, Intel unveiled a new campaign, 'Sponsors of Tomorrow'. The campaign marked a remarkable shift in Intel's history of marketing since its earlier campaigns focused on marketing its products...

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