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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Intel's 'Rock Star' Contd...

The television (TV) commercial designed to promote the Intel brand, as opposed to an Intel product, featured an actor portraying the character of Ajay Bhatt (Bhatt), Chief Client Platform Architect in a Mobile Platforms Group, Intel fellow, and co-developer of the USB6. The actor was shown walking like a rock star for a cup of coffee in an Intel cafeteria. According to Intel, the main purpose of this campaign was to highlight the fact that Intel was no longer just a microprocessors company; it was much more. Commenting on the campaign, Prakash Bagri, marketing director, Intel South Asia, said, "The technology Intel develops goes beyond just the microprocessor when, in fact, the greatest strength of the Intel brand will always be what is still to come. Keeping that in mind, we launched the Sponsors of Tomorrow campaign."7

Founded in 1968, Intel was known for marketing its microprocessors to the consumers when they were unaware of what a microprocessor meant and its significance to their Personal Computer (PC)...


6] Universal Serial Bus was created in January 1996 by Intel, Microsoft Corporation, Digital, IBM, and Northern Telecom. It is a bus standard that is required to connect peripheral devices to the host computer.
7] Khushboo Tanna, "Mktg - Intel to Sponsor your Tomorrow,", May 29, 2009.


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