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Case
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Reference no. 594-038-1
Subject category: Marketing
Authors: David Weinstein (INSEAD)
Published by: INSEAD
Published in: 1994
Length: 20 pages
Data source: Field research
Topics: Branding; Brand equity; Communication; Advertising; Positioning; Differentation; Micro computers; Channel conflict
Share a link: https://casecent.re/p/8870
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Abstract

Intel founded its highly visible 'Intel Inside' campaign. Some computer OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes, how? Should it have been authorised in the first place?
Location:
World
Industry:
Computers, Intel
Other setting(s):
1992
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Abstract

Intel founded its highly visible 'Intel Inside' campaign. Some computer OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes, how? Should it have been authorised in the first place?

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Location:
World
Industry:
Computers, Intel
Other setting(s):
1992

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