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Branding for your Business

Written by Admin
Wednesday, 23 July 2008
Branding of a product is an expensive and time consuming venture, and successful cases are considered important assets of a company. For example, Intel Corporation achieved extraordinary success in its branding of the Pentium Chip back in the 90s. I've prepared a brief analysis of Intel below. If you are an executive in a manufacturing firm, this is a particularly relevant analysis. In the assessment of Intel’s strategy of creating brand equity, I found that it was innovative in adopting the pull strategy in the microprocessor industry. Recognizing the shift in the consumer market for personal computers, Intel shifted its marketing efforts more toward the end consumer rather than computer manufacturers. Using new advertising to focus consumers’ attention to what was inside a personal computer Intel successfully created one of the best brand names in history. With its initial branding campaign deemed an international coup, it also raised several issues on how to best capitalize on a famous name and logo. Later Intel had to decide on the proper balance of branding equity between the Pentium name and the Intel Inside logo. In the end Intel continued to leverage the successful brand equity, and pay careful attention to the quality of products that the branding represents and avoid threats to dilution of its premium brands.
Last Updated ( Thursday, 26 February 2009 )

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