C/B/118. Dissertation. Intel's approach to Branding

The following study is designed to look upon the success of Intel Corporation over the past few decades, identifying the key success factors and strategies and making the predictions and outlooks for the future. Initially, the writer assumption was that the success was lying in the area of extremely successful branding strategies with a flag ship slogan 'Intel Inside'. However, after running a number of comprehensive analyses over the development of semiconductors industry and the company within it, the writer's opinion has slightly changes or perhaps widen. However, before going into explanations, the researcher would like to highlight that a major focus of the Literature Review section is lying upon the concepts of branding due to the initial assumptions, whereas the actual analysis take on a slightly different perspective. The writer has identified, that most of the consumer and industrial branding promotion takes place in Intel by means of co-branding, i.e. the company is manufacturing a very important component but as a part of larger devices. Therefore, the manufacturers of the actual devices (PCs, laptops, mobile phones, etc.) are more responsible for the promotion. Another side of the medal is that Intel has very important Government (US) orders, which in fact greatly contributed towards the company today's success in a way of providing the initial orders and funding for the innovations in aerospace and defence sectors. Later, the ageing or replaced innovations were transferred into the sectors of consumer and industrial electronics, not requiring the company to make large investments. Finally, the study has identified the Wintelist era, which is the result of cooperation in between the Intel and Windows (Microsoft). The era creates the boundaries in terms of chips and software, i.e. in simple terms, the Windows software operates best using Intel chips. Therefore, it makes it much easier for Intel to face its competitors. These last two factors have been identified as the keys for the Intel today's success. The dissertation is completed by a number of analyses of the long and short term company's moves, followed by the sequent recommendations and projections, being based on the writer's personal understanding and the industry experts' opinions.