Info about "intel Inside"
Antonio Benecchi
I am interested in the marketing strategy that was developed to give a
"brand" to a component, what tools/media were used to establish the brand in the users' mind... I am sure there must be tons of literature, articles,
universities "case studies' describing it.. i just don't know where to find them
Thanks
Caroline S.
Hi Antonio:
Thank you for your interest in Intel.
INTEL INSIDE® PROGRAM
Overview
The Intel Inside® Program is one of the world’s largest co-operative, ingredient brand marketing programs. Today, over 1400 PC makers, known as Original
Equipment Manufacturers (OEMs), participate in the Intel Inside® Program. Since the program’s inception in 1991, advertisements carrying the Intel
Inside® Logos have created an estimated 500 billion impressions to date. The Intel Inside® brand has become one of the most widely recognized brands
among PC buyers.
Intel Inside® Brand
The Intel Inside® brand is designed to create confidence in the consumer’s mind that purchasing a personal computer with an Intel microprocessor is both
a safe and technologically sound choice. The Intel Inside® Logos that appear in advertising or on PC systems serve as a guarantee to PC buyers that the
system they are purchasing contains a genuine Intel microprocessor - a product synonymous with industry-leading technology, quality, reliability,
compatibility and performance.
History
Intel recognized that as an ingredient of quality PCs, co-operative advertising is the best way to market Intel’s microprocessors. With the support of
Intel’s OEMs, the Intel Inside® Program was officially launched in 1991 when the first print advertisement appeared featuring an OEM’s computer system
and the Intel Inside® Logo. Although the program has evolved with the growing PC market, its goals remain the same: to establish consumer awareness of
Intel microprocessors as a key, quality ingredient in PCs; to point out to the PC buyer that an Intel microprocessor is a safe, reliable and high quality
ingredient in the computer; and to support the sales and marketing efforts of the Intel Inside® Program OEM licensees.
Participation Requirements & Advertising
Intel Inside® Program licensees are OEMs who integrate Intel microprocessors into their products and who advertise and sell these products to end users
under their own brand name. To become a licensee, qualified OEMs must sign an OEM Market Development Program and Trademark License Agreement. Licensees
are eligible to accrue Market Development Funds (MDF) based on their purchases of Intel processors. Intel provides these funds for the purpose of
advertising and promoting the Licensee’s Intel® processor-based systems in conjunction with the Intel Inside® logos. Licensees are reimbursed for a
percentage of their print, TV, radio and Web advertising media costs from their available MDF. MDF begins to accrue once the licensee affixes Intel
Inside® logo labels to their Intel® processor based systems.
Program Evolution
The Intel Inside® Program has ushered in a new era of consumer-focused communication for technology products and has revolutionized the marketing of
technology inside the computer. It has proven enormously successful in building awareness for the Intel Inside® brand and the PC industry overall. The
Internet poses the next challenge for OEMs and for Intel: as the application for the 21st century, as a sales channel and an advertising vehicle. The
Intel Inside® Program continues to support the marketing efforts of its licensees, promote new generations of Intel processors, like the Intel® Pentium®
III processor, and to lead the PC industry in creating the next wave of technology advertising.
I hope this helps.
Caroline S.
Intel(R) Internet Support