award

Intel Inside

Published 01 Jan 1994
Reference 4422
Topic Marketing
Region Global
popular
Prizes & Awards

2003 ecch Best-selling Case in Marketing

Summary

Intel founded its highly visible "Intel Inside" campaign. Some computer OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes how? Should it have been authorised in the first place?

Teaching objectives

Assessment of brand equity; identification of channel conflict; building market power via differentiation.