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Intel Inside – The Ingredient Branding Success Story

In: Ingredient Branding

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Waldemar Pfoertsch

    (China Europe International Business School)

Abstract

In 2008, more than sixty years after the invention of transistors, the fundamental component used to build computer chips, Intel is the leading provider of the ‘brains’ for the personal computers (PC). Intel, the B2B component provider, revolutionized the electronic industry and the marketing concepts of components. In January 2006, thirty-seven years after the introduction of the Intel Inside logo, Intel changed its approach again–Intel wanted to become a final product company and aimed to reach 100 billion USD in 2020 (with 40 billion USD revenues in 2007).

Suggested Citation

  • Philip Kotler & Waldemar Pfoertsch, 2010. "Intel Inside – The Ingredient Branding Success Story," Springer Books, in: Ingredient Branding, chapter 0, pages 55-70, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-04214-0_3
    DOI: 10.1007/978-3-642-04214-0_3
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    Cited by:

    1. Tapish Panwar & Kalim Khan, 2020. "Ingredient Branding: A Differentiation Strategy for the Commoditized World," Paradigm, , vol. 24(2), pages 149-163, December.

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