Inside Intel Inside

Case Solution

Youngme Moon, Christina Darwall
Harvard Business School ()

In early 2002, Pamela Pollace, Intel vice president and global marketing director, debated whether the company should expand its Intel Inside brand campaign to include non-PC product categories such as cell phones and PDAs. The “Intel Inside” campaign is one of the most successful branding campaigns in history. However, the campaign is over a decade old and the growth of the PC market appears to be stagnant. In contrast, sales of portable digital devices such as PDAs and cell phones appear to be growing at a healthy rate. Pollace looks at whether the “Intel Inside” campaign will work in these other product categories, although Intel does not dominate these other markets as the PC market and it is not clear that consumers will associate Intel with these other markets.

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