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From inside to out: Reinventing a brand globally and locally


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Two years ago, Intel was at a crossroads. As the leader in personal computer chip technology, Intel had built its business and brand through the persistent focus on ‘Intel Inside’. With the personal computer market softening, perceptions of the company as relevant and innovative were weakening. Third-party brand studies had dramatically reduced Intel's brand ranking. Proprietary brand research underscored the declining state of the brand. As technology rapidly evolved, with more and more brands entering the market, Intel's role, brand visibility and relevance had become overshadowed. With future growth expected to come from categories fuelled by the data centre, the Internet of Things, wearable technology, drones, virtual reality and other innovations, Intel needed to redefine the brand, connect people to the experiences that Intel makes possible, expand the brand domain, and increase relevance in order to be a vital, vibrant and leading brand for the future. A bold goal was established: to reinvent, revitalise and transform the Intel brand, connecting Intel's equity as the power inside to the amazing experiences enabled outside. This paper tells the story of that brand transformation and how localisation of a global strategy drove meaningful impact on Intel's relevance and brand value around the world.
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Keywords: Intel; brand strategy; brand value; experience; localisation; technology; transformation

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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