Intel Marketing - Branding
Not many years ago computer chips, in the eyes of consumers, were a generally unknown component of PCs - a commodity product. From a competitive standpoint, a computer chip is a typical commodity. Take one out, put another in, no performance difference. Chips are something most customers don't see, many don't understand, and large numbers don't care about.
But Intel has built a brand around a commodity. Today many personal computer users can recite the specification and speed of the processor, just like car owners can tell you if they have a V4, V6 or V8 engine. The awareness of "Intel" has grown along with the awareness of the chip, and today is associated with "technology leadership," "quality" and "reliability."
The company was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world's market for personal PC microprocessors. Although the market is more competitive today, Intel is still the largest chip manufacturer in the world.
The Intel brand is one of the top ten known-brands
But Intel has built a brand around a commodity. Today many personal computer users can recite the specification and speed of the processor, just like car owners can tell you if they have a V4, V6 or V8 engine. The awareness of "Intel" has grown along with the awareness of the chip, and today is associated with "technology leadership," "quality" and "reliability."
The company was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world's market for personal PC microprocessors. Although the market is more competitive today, Intel is still the largest chip manufacturer in the world.
The Intel brand is one of the top ten known-brands
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in the world, in a class with Coke*, Disney* and McDonalds*, according to various rankings.
Brand image of Intel
Brand image is the perceptions and beliefs held by consumers, as reflected in the associations held in consumer memory. There are two attributes that Intel wanted people to associate with the brand were safety (liability) and leading technology.
Ever since Robert Noyce & Gordon Moore founded the company in 1968,their focus was on developing semiconductor memory for mainframe computers and minicomputers. Intel was already a leading company at SRAM,DRAM,ROM ,etc. in the semiconductor memory industry. By the early 1970s,Intel was also developing microprocessors (also refered to “chips ” processors or CPU) ,which represent from 20% to 40% of PC’s manufacturing cost. With the secured contract with IBM personal computer in 1983, Intel immediately set out to become a leading chip supplier of the modern era of desktop computer. Intel had soon...
Brand image of Intel
Brand image is the perceptions and beliefs held by consumers, as reflected in the associations held in consumer memory. There are two attributes that Intel wanted people to associate with the brand were safety (liability) and leading technology.
Ever since Robert Noyce & Gordon Moore founded the company in 1968,their focus was on developing semiconductor memory for mainframe computers and minicomputers. Intel was already a leading company at SRAM,DRAM,ROM ,etc. in the semiconductor memory industry. By the early 1970s,Intel was also developing microprocessors (also refered to “chips ” processors or CPU) ,which represent from 20% to 40% of PC’s manufacturing cost. With the secured contract with IBM personal computer in 1983, Intel immediately set out to become a leading chip supplier of the modern era of desktop computer. Intel had soon...
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