Intel was founded in 1968 and went public in 1971. By 1997, it controlled 90% of the world�s market for personal PC microprocessors. Since then market has grown to be more competitive, yet Intel is still largest chip manufacturer in the world. The Need for Branding: - Motivation behind Intel Inside campaign Intel developed the chips starting from 4004 in 1971 to higher versions of it, faster and reliable, year after year with series of improvements. Competitors rapidly adopted the same naming convention and intel�s product names � 286, 386 and 486 could not be protected. �With new products slated to be introduced every other year or so, Intel realized that it can not afford to brand each new generation of the product that was relaeased.� --- Quoted from case study Intel had to find a way to become distinctive in what seemed to consumers to be confusing commodity market place. When Intel lost its legal battle for the �286-386-486� trademark where courd ruled that chip lebels with just numbers can not be trademarked, Intel begin traqnsition from a microprocessor produc......

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