商品敘述：

In early 2002, Pamela Pollace, vice president and director of Intel''s worldwide marketing operations, is debating whether the company should extend its "Intel Inside" branding campaign to non-PC product categories, such as cell phones and PDAs. The "Intel Inside" campaign has been one of the most successful branding campaigns in history. However, the campaign is more than ten years old, and growth in the PC market appears to be stagnating. In contrast, sales of portable digital devices--such as PDAs and cell phones--appear to be growing at a healthy rate. Pollace is debating whether the "Intel Inside" campaign will work in these other product categories, even though Intel doesn''t dominate these other markets like it does the PC market, and it isn''t clear that consumers will associate Intel with these other markets. This case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details.

涵蓋領域：

Advertising campaigns;Branding;Process management;Cause marketing;Community development;Consumer markets;Advertising media;Strategy execution;Business expansion;Financial statements;Sales cycles;Strategic positioning;Competitive advantage

相關資料：

, (9-504-093), 16p, by Youngme Moon;
, (7411), 0p, by Youngme Moon, Christina Darwall;
, (XLS205), 0p, by Youngme Moon, Christina Darwall

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