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Intel Inside

Author: Weinstein, David INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1994.Language: EnglishDescription: 19 p.Type of document: INSEAD CaseAbstract: Intel founded its highly visible "Intel Inside" campaign. Some OGMs have enthusiastically adopted the Intel Inside label and others are reticent. Should the campaign continue? If yes, how? Should it have been authorized in the first place?Pedagogical Objectives: Assessment of brand equity. Identification channel conflict. Building market power via differentiation.
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Assessment of brand equity. Identification channel conflict. Building market power via differentiation.

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

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