Intel Inside – The Ingredient Branding Success Story

Philip Kotler () and Waldemar Pfoertsch ()
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Philip Kotler: Northwestern University
Waldemar Pfoertsch: China Europe International Business School

Chapter Chapter 3 in Ingredient Branding, 2010, pp 55-70 from Springer

Abstract: Abstract In 2008, more than sixty years after the invention of transistors, the fundamental component used to build computer chips, Intel is the leading provider of the ‘brains’ for the personal computers (PC). Intel, the B2B component provider, revolutionized the electronic industry and the marketing concepts of components. In January 2006, thirty-seven years after the introduction of the Intel Inside logo, Intel changed its approach again–Intel wanted to become a final product company and aimed to reach 100 billion USD in 2020 (with 40 billion USD revenues in 2007).

Keywords: Chief Executive Officer; Product Brand; Personal Computer; Chief Information Officer; Intel Processor (search for similar items in EconPapers)
Date: 2010
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DOI: 10.1007/978-3-642-04214-0_3

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