Corporate branding and advertising

Jim Garrity

Chapter Chapter 6 in Raising the Corporate Umbrella, 2001, pp 115-148 from Palgrave Macmillan

Abstract: Abstract Personal computers (PCs) have not always been “cool.” A case in point: in the early 1990s, manufacturers in the PC category spent considerable energy boasting about faster processors and larger capacity hard drives. Further, the “Intel Inside” program was in its early years, implying — at the expense of the actual PC manufacturer — that computers were the same as long as they had the all-important “ingredient”: an Intel processor. Finally, in this consumer landscape, Compaq Computers — headquartered in Houston, Texas — was not even a blip on the brand radar screen. The company had built its reputation as a high quality, innovative business computer company without a presence in the consumer market. Business-to-business was what Compaq did and did well.

Keywords: Customer Experience; Marketing Communication; Corporate Brand; National Basketball Association; Brand Communication (search for similar items in EconPapers)
Date: 2001
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DOI: 10.1057/9780230554580_6

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