Intel inside
Download
1 / 8

Intel Inside - PowerPoint PPT Presentation


  • 142 Views
  • Uploaded on

Intel Inside. Session 4 XMBA 206.1. End User. Intel. IBM. Measuring Brand Equity for Intel. Conjoint Analysis can help measure the value of Branding Strategic Value of Branding Goes directly to the customer, by passing the product that it is a part of-

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'Intel Inside' - malissa


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
Intel inside l.jpg

Intel Inside

Session 4

XMBA 206.1


Measuring brand equity for intel l.jpg

End User

Intel

IBM

Measuring Brand Equity for Intel

  • Conjoint Analysis can help measure the value of Branding

    Strategic Value of Branding

  • Goes directly to the customer, by passing the product that it is a part of-

  • Importantly, branding Intel changes the power balance in the channel, taking power away from the manufacturer.

    • Integrated marketing mix = branding affects the channel relationship.


Measuring brand equity for intel3 l.jpg
Measuring Brand Equity for Intel

Direct Value of Branding from End-User

  • Creates extra value for the product containing it.

  • Provides insurance for your demand in case technological superiority is not maintained.

  • In technology markets “network effects” can be a source of brand equity.


Sources of brand equity l.jpg

Consumers use brand

as a credible signal of quality

Firm makes investment

in Branding and quality

Firms with greater brand equity

will lose more if they cheat on

quality

Sources of Brand Equity

  • Brand investments are like the posting of a credible bond to consumers.

    • Consumers use branding as a signal of quality or reliability.

    • Acts as a symbol that enables a consumers to identify products that have been satisfactory in the past and to reject products that have failed.

    • The consumer’s dependence on brands motivates the firm to invest in its product and attempt to maintain or improve quality over time.

  • Successful branding therefore creates a “virtuous cycle”

  • In technology markets branding can create value through enhanced “network effects”.


Why has the intel inside campaign alienated the oems l.jpg
Why has the Intel Inside campaign alienated the OEMs?

  • How is the Intel Inside effort different from campaigns for NutraSweet (G. D. Searle)? HOMEWORK.


Integration of marketing mix branding and advertising what else is intel inside saying l.jpg
Integration of marketing mix: Branding and AdvertisingWhat else is Intel Inside saying?

  • Any other processor is unacceptable.

  • Communication Strategy:

    • Instead of talking about “what you can do” or “why you are better”?

    • Just say “everyone else is unacceptable.”

    • Owning the category

  • What are other examples of this type of a communication strategy?



Learning l.jpg
Learning

  • In technology and BtB ingredient markets branding creates value by changing the power balance in the channel.

  • Creates added value for end-users.

  • Offers insurance in case technological superiority is not maintained.

  • Conjoint analysis helps to measure the sum of these values.

  • Successful branding creates a “virtuous cycle”

    • Brands are credibility bonds that companies post.


ad