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Intel Inside

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Goes directly to the customer, by passing the product that it is a part of ... Why has the Intel Inside campaign alienated the OEMs? ... – PowerPoint PPT presentation

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Title: Intel Inside


1
Intel Inside
  • Week 4
  • EWMBA 206

2
Measuring Brand Equity for Intel
  • Conjoint Analysis can help measure the value of
    Branding
  • Strategic Value of Branding
  • Goes directly to the customer, by passing the
    product that it is a part of-
  • Importantly, branding Intel changes the power
    balance in the channel, taking power away from
    the manufacturer.
  • Integrated marketing mix branding affects the
    channel relationship.

3
Measuring Brand Equity for Intel
  • Direct Value of Branding from End-User
  • Creates extra value for the product containing
    it.
  • Provides insurance for your demand in case
    technological superiority is not maintained.
  • In technology markets network effects can be a
    source of brand equity.

4
Sources of Brand Equity
  • Brand investments are like the posting of a
    credible bond to consumers.
  • Consumers use branding as a signal of quality or
    reliability.
  • Acts as a symbol that enables a consumers to
    identify products that have been satisfactory in
    the past and to reject products that have failed.
  • The consumers dependence on brands motivates the
    firm to invest in its product and attempt to
    maintain or improve quality over time.
  • Successful branding therefore creates a virtuous
    cycle
  • In technology markets branding can create value
    through enhanced network effects.

5
Why has the Intel Inside campaign alienated the
OEMs?
  • How is the Intel Inside effort different from
    campaigns for NutraSweet (G. D. Searle)? HOMEWORK.

6
Integration of marketing mix Branding and
AdvertisingWhat else is Intel Inside saying?
  • Any other processor is unacceptable.
  • Communication Strategy
  • Instead of talking about what you can do or
    why you are better?
  • Just say everyone else is unacceptable.
  • Owning the category
  • What are other examples of this type of a
    communication strategy?

7
Other examples
8
Learning
  • In technology and BtB ingredient markets branding
    creates value by changing the power balance in
    the channel.
  • Creates added value for end-users.
  • Offers insurance in case technological
    superiority is not maintained.
  • Conjoint analysis helps to measure the sum of
    these values.
  • Successful branding creates a virtuous cycle
  • Brands are credibility bonds that companies post.
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