Intel Corporation's 'Sponsors of Tomorrow' Global Branding Campaign

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Case Details:

Case Code : MKTG227
Case Length : 28 Pages
Period : 1989-2009
Pub Date : 2009
Teaching Note :Not Available
Organization : Intel Corporation
Industry : Computers, IT and ITeS
Countries : USA

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Excerpts Contd...

Initial Reactions

Experts felt that it was logical for Intel to alter its strategy of promoting its brand rather than its microprocessors since the digital age consumers were less interested in component advertising with the advent of social networking sites and the release of new versions of cell phones...

Looking Ahead

For the first quarter that ended March 28, 2009, Intel reported a decline in revenues by 26 percent to US$ 7.1 billion and a fall in profit by 55 percent. Despite sliding sales, it contended that it had spent money on marketing at the right time. Deborah Conrad (Conrad), vice president and general manager, Corporate Marketing Group, Intel, added that Moore encouraged spending money in recession...

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Exhibits

Exhibit I: Intel's First Print Ad
Exhibit II: Business Week/Interbrand List of 100 Best Global Brands
Exhibit III: Intel's Financials
Exhibit IV: A Brief Note on AMD
Exhibit V: Intel's Old logo and the 'Intel Inside' Logo
Exhibit VI: Some of Intel's Branding Campaigns: 1996-2006
Exhibit VII: Intel's 'Leap Ahead' Logo
Exhibit VIII: Intel's 'Sponsors of Tomorrow' Logo
Exhibit IX: Intel's 'Sponsors of Tomorrow' TV Visuals
Exhibit X: Intel's 'Clean Room' Print Ad
Exhibit XI: Intel's 'Rock Star' Print Ad
Exhibit XII: Change in Brand Structure
Exhibit XIII: Intel - EU Antitrust Case

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