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May 8, 2006

Brand Architecture: What's Going on Inside Intel's Brand Naming?

Intel Core 2 DuoIntel has introduced the new Core 2 Duo processor and has possibly taken a turn towards its , where each generation of processor gets an ascending numeric designation. It reminds me of Intel's former brand architecture for the Pentium 1, 2, 3 and 4 to denote the next generation processor.

Like many others, I had the impression Intel was moving to a new , a subject I examined in my April 26th post about the company's .

To be honest, I'm finding it a little difficult to track Intel's evolving brand architecture, but maybe I've figured it out.

As things stand, Core 2 represents the next generation of Intel's Core processor architecture, with Core Solo and Core Duo representing the first. The writers at confirm that the new brand architecture represents Intel's push to set up a naming strategy that brings CPUs for desktops and laptops under one umbrella brand.

Intel Core 2 ExtremeMoreover, Intel's Core 2 Extreme processor will be targeted to the gamer market.

Athough not clearly articulated at this point, these evolutionary changes are part of Intel's new Master Brand Architecture:

  • It's branded platforms, or market-focused platforms consist of VIIV (rhymes with live), Centrino, Centrino Duo, and the new vPro
  • Under each of these market-focused platforms are processor brands, whose next-generation technology will be differentiated by a simple numberic number as in the Core 2 Duo processor

This is admittedly confusing today, but in my judgement will be eminantly simple long-term for both the consumer and developers. I'm sure this is the good hand of Eric Kim, Intel's Senior VP and Chief Marketing Officer at work.

Some short term confusion is typical terrain when developing and implementing a new Masterbrand Architecture - it's a bumpy road on the way to a smooth highway.

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Posted by William Lozito at May 8, 2006 2:01 PM
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» Intel Struggles in Naming New Products, Nixes New Product Naming Strategy from Name Wire: The Product Naming Blog
I have followed Intel's increasingly confusing brand naming strategy for some time and was distressed to see that their new product naming strategy has been put on hold because it "did not achieve its goal to simplify brand names and even worsened the... [Read More]

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