Mobile Branding War Generates Heat Among Chipmakers

The battle between the mobile giants like the Samsung or Apple is generating a fierce competition in chip makers such as Intel, Nvidia, and Qualcomm who want to grab the attention of the consumers about who is powering their power devices. These chip makers want to build a brand loyalty in this process. Among the chip makers “Intel” is leading in the pack with its hugely successful “Intel Inside” marketing campaign.  The “Intel Inside” campaign was launched in the year-1991 with stickers that turned the electronic components within the various electronic products such as computers, laptops and other devices as premium products.

In 2012, Intel inside logo appeared on the backs of smart phones that were launched in United States, United Kingdom, Russia and India. Intel is considering starting its own marketing campaign on phones in United States next year in order to gain advantage over rivals Nvidia and Qualcomm that are not so popular among the consumers.  The PC market is dominated by Intel but is behind its smaller competitors in the ever growing mobile industry. Intel now would like to flex its branding muscle in mobile marketing to try to catch up with its rivals.

However, it remains to be seen how many of the handset manufacturers will agree to put Intel inside logo on their devices. Until now Apple, has refused to share branding with any of its suppliers and on the other hand Google’s Motorola Mobility is using the Intel’s branding on “Razr i” smart phone that was duly launched in London on 18th September. There is however a risk of confusing the consumers which is well known as NASCAR effect.   A good idea would be to add extra branding to products only when an additional brand strongly conveys a quality that the handset maker’s own brand lacks.

Intel‘s stands in a good stead with its $1.2 billion annual budget for its advertising and marketing campaign which cannot be matched with any of its chip maker rivals. Intel is involved in paying for the PC’s makers own advertisements as long as they include the Intel logo inside.

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