Evolution of a Brand

Roll No. NameFT13170 Shouvik DasFT13224 Ishani SircarFT13312 Arjun ChoudhryFT13351 Namita JoshiFT13389 Vikrant Vijay MahajanFT13466 Ruchika Salhotra

Our way forward• What is a brand? • Motivation behind “Intel Inside” campaign• How much did the campaign succeed• Core values of Intel • Evolution of Intel advertisement.• The Blue man group advertisements a success.• The Logo• Our view on whether the company should extend the Intel inside

to other products• What it takes to brand an ingredient• Our view on whether any other manufacturer have pulled off as

Intel did.

What is a brand?

• “A name, term, design, symbol, or any other feature that ie seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” - AMA

• Brand exists at 2 levels - Head (Tangible) and Heart (Intangible)

• Brand is DIODVAC– Delivering what is purported to quality.– Identity and Ownership ,– Differentiation over others– Value addition – Confidence

What was the original motivation behind launching

Intel Inside campaign?

The Genesis

• The court’s verdict was not in the favor of Company and thus it could no more carry forward the original “386” as its identity to which customers related.

• Since the name could not be patented the company ran in great dangers that the name would be used by most of the competitors who would encash on Intel’s Brand name.

• To differentiate the product from the herd where competing products carried same or similar names

The Genesis Continued…

• To let the customers out of the product “alphabet soup” that made establishing a POD and distinct brand identity difficult

• To reduce the buyer’s power by directly connecting to the direct users.

• To maintain their brand equity

Brand positioning

• Who am I?• What’s in me? More importantly• What makes it more desirable than others?

For brand positioning

• If emotive values are important–it should influence the way the statement is written

• If change is needed, give as careful consideration to change as done for the original statement

Intel successfully implemented Brand Positioning by:

• Establishing category membership• Identifying and choosing POPs n PODs• Communicating and establishing POPs n PODs• Sustaining and evolving POPs n PODs

Positioning was done taking the following into consideration

• Competitive- The first print ad focused on promoting Intel as “the world’s leader in microprocessor design and development”

• Persuasive- The ads reassured the reader “you’ve got unquestioned compatibility and unparalleled quality”

• Sustainable- A print ad also claimed “ Affordable powersource for today’s software” and “Room for the future”

• In a user friendly language- The ‘Room for the future’ ad was too careful not to use any “technospeak”

What has been the brand promise in all of Intel’s campaign through the years – Lewnes claims that “the core values of the brand have been consistent all along” – What are these core

values and how has the company advertising evolved over time ?

Consumer conversion model and positioning

• Unaware• Name awareness• Brand familiarity• Trial• Acceptance• Usage• Regular usage• Mental map Core brand values Brand mantra

Designing of Brand mantra

• Emotional Modifier- Authentic• Descriptive Modifier- Technology• Brand functions- Performance

Intel’s core values

• Technology• Performance• Safety in Authenticity

Evolution of Intel’s advertisements

• 'Intel Inside' campaign where it convinced consumers to buy PCs equipped with Intel's microprocessors, in 1991

• Bunny People ad campaign that featured Intel's engineers in bunny suits for marketing its Intel MMX technology, in 1997

• Blue Man Group ads for promoting its Pentium and Celeron processors, in 2001

• The Blue Man Group for their Pentium 4 processor and their “Alien” series of commercials.

• Used humor as an element for promoting its Centrino mobile technology platform, in 2005.

• Created 8 page inserts in major news papers that urged the wired world to “unwire”- Untangle, Uncompromise, Unburden, Unstress to promote wireless Centrino platform

• Rebranded itself by launching the 'Leap Ahead' campaign in 2005 to signify the leap it had taken in technology, in education, manufacturing, and social responsibility.

• 'Multiply' campaign to promote its Core 2 Duo processors, in September 2006

• Despite achieving unprecedented success through these campaigns, Intel went ahead with launching the 'Sponsors of Tomorrow' campaign that focused on promoting the 'Intel' brand and received mixed reactions

• Ann Lewnes, a high ranking member of the Intel team, said herself, “If no one thinks a campaign is crazy, then maybe we haven’t gone far enough.”

What do you think of the Blue Man group advertisements ? Why was

this considered as one of the biggest advertising breakthroughs –

Do you agree to the direction

Blue Man Group Advertisements

• Trio of Spokespeople that first appeared on TV for Pentium III advertisement.

• Performed acrobatic and musical stunts that reinforced the number III.

• Blue Man Group advertisements further used for Pentium IV and Centrino

• Continuity between the two phases – as the newer one phases out the older one.

• As per the market research, Blue man group ads scored high among the Pentium IV’s target audience of well educated, middle to upper income PC consumers

• The ad positioned Pentium IV as a chip that enhance media and internet applications. “Center of your digital world “

CBBE and Positioning

Intel created Brand knowledge that lead to salience

Brand awarenessBrand Image

Resonance- that made brand more desirable• How ?• Whom do I appeal to?• Why do people find me appealing?• Why am I different?• How do I need to change?• What relationship do I have with them?• How do I express myself?• What is my personality?

Brand Equity

• Achieved through a synthesis of all elements, physical, aesthetic, rational and Emotional

• End result= Appropriate+ Differentiated+ Relevant

• Determinants are-Customer is aware and familiarCustomer holds some strong, favorable and

unique brand associations in memory

Brand Gestalt

BrB

Physical productsAttributes

QualityUses

Brand Personality

Visual Appearance

Logo

Brand Customer relationship

Tangible Benefits

Emotional benefitsUser Imagery

Country of Origin

From a consumer perspective how does the Intel Inside logo affect your PC buying decisions ?

The Logo

• It created a perception that CPUs were most important component of a computer.

• The point that there are significant differences in performance across chips was brought up.

• Customers perceive a strong brand could reduce the risk associated with purchase.

• Customers who buy PCs with Intel Chips are thought as..

• Modern• High tech• In the know of things.

Should the company extend the “Intel Inside “ branding campaign to other non PC categories such as Cell Phones & PDAs? Why or Why not?

Our View

• YES..They should.

• PDAS, phones, cameras, mp3 players and other devices are gradually converging into a single device whose computing power will gradually grow.

• Intel has created a strong brand equity over the period of last 10-12 years. It will be in best interests of the company to leverage this equity they already have in the market

• Help creating a position for itself in the changing market conditions .

What does it take to brand an ingredient ? Can any company pull it off in any product category ?

What it takes…

• 1. Customer Perception:• 2. Superior & Differentiable• 3. Distinct symbol representation• 4. Understanding of Benefits.

No, Above requirements must be fulfilled but it is not category dependent.

Could another Component manufacturer have pulled off a similar feat in PC Category or any

other category ?

We think…

• Difficult for any other component manufacturers to pull it off successfully

• As only consumer perception was there for AMD and others.

• NO other requirement was fulfilled.

Thank You

“We wanted to brand the whole company, but in a way that was clearly focused on processors… The branding program had to carry the Intel name and image but focus on selling processors”

— Dennis Carter, Intel marketing manager