Abstract

The caselet, Intel’s Entry into Consumer Electronics: Trying a New Trade, examines Intel’s entry into new products and services. Intel, known for its computer chips, entered consumer electronics, but without much success. The caselet looks at the different opinions of marketing experts on the brand extension strategy activity carried out by Intel.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Consumer reaction during brand extensions. Reasons for a company going for brand extension. The need to assess the values associated with a brand.

Keywords

Intel, Consumer Electronics, Sony, Panasonic, Brand Strategy, Brand Extension, neoBrands, Pentium III and IV, MP3 player and Digital camera