September 21, 2007
Intel Struggles in Naming New Products, Nixes New Product Naming Strategy
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 situation in the CPU realm."
There seem to have been market protests over their naming convention changes although a few name changes will occur, not least the Intel Viiv products will be called Core 2 Viiv and Intel vPro will become Core vPro.
This news comes on the heels of news that Intel's naming woes have helped cause confusion in the Mac market... the latest Macs have been called Santa Rosa by many misguided experts who use the name to differentiate these new, sleeker Macs from their immediate predecessors.
Application of the name Santa Rosa to these machines, which "are not part of the platform" according to TidBITS, is a symptom of how Intel's nomenclature has grown so complex that even computer followers are confused.
Simon Leeman also accuses Apple of being a little negligent in the naming field: after all, the new Mac really doesn't have a new name... Apple calls it, clunkily, Mid 2007.
Intel is one of the few chipmakers that enjoys brand name recognition among the average computer user and I sympathize with their struggles.
They have a daunting challenge... differentiating an increasingly complex and many branched product line while at the same time retaining brand equity and partnering with the iconic Apple brand.
I will be watching how things develop with interest.
Posted by William Lozito at September 21, 2007 8:34 AM
Posted to Brand Name Research | Brand Naming | Branding | Company Naming | Consumer Electronics | Industry | Marketing | Naming | Naming Rights | Product Naming | Retail | Technology
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