Performance Products

dentify the high performance products that were used inside the computer with the company. This was in an effort to create an image for a company which often was subjected to behind the scenes and specific industry awareness, but wanted to establish it's brand presence to the general public. Intel created a consumer brand to make sense of the rapidly changing computer cycles. The technology giant had already established a reputation as a quality brand throughout the technology world, however, their aim was to spread awareness and create a positive image for themselves in the public eye.

The success of Intel can be attributed to many factors over their rise to the top of the technology world. First, they established a co-op advertising program to start attracting original equipment manufacturers and place their products in mass produced PC's. Intel was able to gain this advantage by paying for the advertising for their partner company's advertising in return for the Intel logo being on product. In addition, the technology company used unique and technologically advanced advertisement campaigns, such as the measles ad, Star Wars commercials, and an audio jingle that they attached to all of their advertising and branding campaigns which helped to create a familiarity among consumers and set the company apart from other competitors. Because of all of this Intel's microprocessor became an integral part of the PC in the eyes of the consumer and enabled them to gain a competitive advantage on price, performance, and research and development.

The major problem faced by Intel was the competition from other microprocessor manufacturers, who were producing chips which took aim at a cheaper computer market which Intel had not yet tapped into. Not helping the situation was the rising price of manufacturing the actual microprocessor chips and the cost of building new wafer fabrication facilities. Also, AMD which is one of Intel's main competitors has taken legal action against the company and claims that Intel had tried to prevent consumers from purchasing and using AMD products. In today's rapidly changing technology market it also becomes increasingly difficult for Intel to stay ahead of the curve and consistently have the fastest, best, and most diversified products with the resources becoming more widely affordable and accessible.

The core values of the Intel brand are its emphasis on leading technology and safety. Although their step into a more bold and creative advertising effort has succeeded, their brand image has remained the same and their core values have been constant all along. As we have seen recently, Intel has begun to use controversial ads like The Blue Man Group for their Pentium 4 processor and their "Alien" series of commercials. 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."

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