Intel Inside
Author: Weinstein, David INSEAD Area: MarketingPublisher: Fontainebleau : INSEAD, 1994.Language: EnglishDescription: 19 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: 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.Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
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Europe Campus INSEAD Publications Display | Consultation only | BC000132 |
Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>
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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