Branding
Content
- What's a Brand Worth? Intel Brand Equity & Brand Investment
- Literature
- Online Brand Support / Brand Positioning / Positioning
- Positioning
- Related concepts
What's a Brand Worth? Intel Brand Equity & Brand Investment
Intel faced a serious branding problem when courts ruled that the X86 naming principle — i.e. 286, 386, 486 — was untrademarkable. The Pentium name was chosen after thorough analysis of trademark issues and linguistics tests across Intel's markets segments. Between 1990 and 1993 Intel invested more than $500 million in branding and positioning programs designed to build Intel's brand equity.
The new name, Pentium, was introduced the following way "[T]he name should suggest an ingredient. The "Pent" of Pentium, from the greek meaning five, alludes to the fact that the new chip is the fifth generation of the family. The "ium" was added to make the chip sound like a fundamental element"1. The brand agency Lexicon was hired to do parts of the renaming strategic analyses.
The competitor, AMD, refrained from running brand awareness campaigns (Like Intel's "Intel Inside" campaign) stating that it didn't think campaigns of that nature effective.
In 1993, Financial Word estimated that the Intel Brand was worh roughly $18 billion. At that time, Intel was the third largest brand in the world — just behind Marlboro & Coca-Cola. The Intel Inside campaign was a huge sucess — bot based on Intel's own figures and independent market research.
In 1994, Intel possessed roughly 90% of the microprocessor market and had forged powerful distribution deals with several leading computer manufactures.
In 1998, Intel launched the low-end Celeron processor in order to compete with new Cyrix and AMD microprocessor lines.
In 1999, Intel spent $300 million marketing & branding the Pentium III microprocessor.
2000 - Creative Brand Positioning
"In October 2000, the company introduced a trio of spokespeople — perfomance artists Blue Man Group — that appeared in television ads for the Pentium III. The ads fatures the Blue Man Group performing acrobatic and musical stunts tha treinforced the number "III". In one ad, each blue man uses a catapult to launch paint on a wall in stripes tat form the Pentium III logo. The third blue man pours paint on his head, catapulting himself against the wall, and slides down to create the third stripe"2
In 2006, Intel introduced the first mainstream brand of mobile CPUs that din't contain the Pentium trademark — it was called Core and replaced the Pentium M brand.
Literature on Branding & Brand Equity
Aaker: Managing Brand Equity, 1991
Keller: Best Practice Cases in Branding, 2003
Keller: Brand Synthesis: The Multidimensionality of Brand Knowledge, 2003
Neumeier: The Brand Gap: How to Bridge the Distance Between Business Strategy and Design, 2006
Business Week Best Global Brands
Online Brand Support / Brand Positioning / Positioning
Brand Positioning System (BPS)
Positioning
In marketing, positioning [positionering] has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market. [Source: Wikipedia — Positioning (marketing)]
Positioning a concept in marketing which was first popularized by Al Ries and Jack Trout in their bestseller book " Positioning - The Battle for your Mind"
Related concepts
Brand management
Brand community
Customer engagement
Marketing
Marketing management
Target market
Product management
Market segment
Product differentiation
Proximity mapping
Marketing plan
Sustainable competitive advantage
Strategic management
Marketing strategies
Placebo (origins of technical term)
Points-of-parity/points-of-difference
The 22 Immutable Laws of Marketing
Branding using SatSites Battle & Bounce -- SatSites -- Multi-dimensional content distribution platform
Battle & Bounce's Brand Positioning System BPS -- Brand Positioning System
Brand Positioning Media Landscape 2008
Maintained by Bergholt & Battle & Bounce
