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Case
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Reference no. 594-038-1
Subject category: Marketing
Authors: David Weinstein
Published by: INSEAD
Published in: 1994
Length: 20 pages
Data source: Field research

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? Teaching objectives: Assessment of brand equity; Identification of channel conflict; Building market power via differentiation.
Location:
Industry:
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? Teaching objectives: Assessment of brand equity; Identification of channel conflict; Building market power via differentiation.

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Location:
Industry:
Other setting(s):
1992

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