April 26, 2006
Brand Naming: Intel Picks vPro for Its Business Brand
Intel is forging ahead with its strategy to lend its brand to PC functionality rather than simple power through the introduction of its vPro brand platform.
In my brand strategy post on January 2nd, I discussed how Intel moved away from the nebulous "Intel Inside" slogan towards a more integrative brand name by using the "Leap Ahead" slogan. The Intel masterbrand strategy supports branded platforms and processor platforms.
Intel's Centrino platform combined a processor, mobile chipset and a wireless chip while Viiv is all about home entertainment on PCs. Intel's new strategy is clearly allowing the company's name to be all things to everyone and, more exciting, allowing it to use branded platforms to support a plethora of smaller, more technical brand names.
For instance, vPro will offer security solutions for business users through offering what Intel refers to as Active Management Technology (AMT) and Intel Virtualization Technology (VT) both of which offer IT departments PCs that are easy to manage and which is more energy efficient.
I haven't always been a fan of Intel's naming strategy, but what we are seeing now is a brand literally honing its personality and becoming much more defined. And what's more, it seems to be working.
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