What was the original motivation behind launching the Intel Inside campaign?

Underlying reasons for the shift in branding:

Consumers choice of PCs based only on manufacturers brand image General focus shift towards the mass market, non-technical business and home PC users or the Circuit City buyer All competitors using the veritable alphabet soup to brand their products leading to difficulty in establishing POD Intel decides to redirect its advertising efforts from manufacturers to computer users

What benefits did Intel expect to reap from the new branding strategy:

Brand strategy combining both push & pull elements: Use of logo around the words Intel Inside Use of co-op marketing funds to share PC OEM ad expenses Launch an Intel ad program to build brand equity

Continue its tradition (of launching a new generation of products and communicate the value of new technology) of being a leader with respect to innovation: this time around with a new branding effort Establish a clear POD and a distinct brand identity for Intel products Transfer positive brand equity of 386 & 486 microprocessors to Intel, the company and later to other Intel products and technologies Change Intels image from a microchip maker to a quality standard bearer Position itself as a premium product with a premium price

 Brand messaging
Explicit:
Investing in an Intel microprocessor gives you the power and compatibility to take you to the future. Intel is the final word in safety and technology Building trust using the message: powered by the creator of microprocessor

Implicit:
Communicate Intels depth as a corporation vis--vis their competitors Reverse public perception that Intel was an impersonal, unfriendly tech company What is inside your computer is as important if not more than the PC manufacturer

The Tipping Point: March 1991 court ruling that Intel cannot trademark the 386 designation for its microprocessor family

Q2

 Intel wanted to establish the name of the company and identify the high performance product inside the computer invested in "ingredient" branding - the creation of equity as an input brand. Intel gained the trust of the consumer who were apprehensive about quality and reliability of microprocessors. Their Intel inside campaign worked to assure customers of high quality and reliability

Core Values
Quality

Efficienc y

Compati bility

Technol ogy Leader

Reliabilit y

Intel. Leap ahead.' is a simple expression that declares who we are and what we do. This is part of our heritage. Our mission at Intel has always been to find and drive the next leap ahead -- in technology, in education, social responsibility, manufacturing and more -- to continuously challenge the status quo. It's about using Intel technology to make life better, richer and more convenient for everyone. Eric Kim

 Intel believes that technology holds the key to a better life and future. Their efforts are concentrated towards bringing in new technology and hence the phrase amazing things happen with Intel Intel brand core values are : Performance Innovation Trust They have managed to keep a constant brand image despite new and creative advertising Their core values have remained the same. The consumers identify "look for the Intel Inside logo" as an assurance of quality. All quality computers such as IBM, Compaq etc use Intel Microprocessors thus assuring people that Intel is a quality product.

Q 4. From a consumer perspective how does the Intel Inside logo affect your PC buying decisions ?
Brand Intel has been successful in creating a brand Image that performs and conforms to each level of the Brand Pyramid. At the top level, when it comes to creating resonance or equity with the customer, the Brand has Done exceedingly well. The different brand elements, combined with exceptional Co-branding with almost all the leading computer manufacturing Brands has made Intel synonymous with computer hardware. Personally, the resonance is so strong that to me, a computer/laptop Without the Intel Inside logo is almost incomplete in its entirety.

Brand Pyramid: Keller