What happens when world’s No. 1 Apple brand is combined with No. 5 Intel brand?
Monday, June 13, 2005 - 10:24 AM EDT"One of the more interesting side stories to the alliance between Apple Computer and Intel is whose brand, if either, will get a boost from the forthcoming Intel-based Mac," Arik Hesseldahl and Lisa DiCarlo write for Forbes. "According to Vivaldi, Apple ranked first in brand value. Another survey, by Interbrand, ranked Intel number five in global brand power."
Hesseldahl and DiCarlo write, "Intel may gain more brand equity and sex appeal from its deal with Apple than the other way around. 'A relationship with Apple leads to the iPod, even if Intel doesn't have chip in the iPod, and through Steve Jobs, it leads to Pixar,' says Parkhurst. 'These associations can only help Intel.'"
"Apple may not get a boost to its brand equity unless an Intel chip figures prominently in a very hot product, such as a thin, light, powerful notebook that Apple so desperately wants to build," Hesseldahl and Lisa DiCarlo write. "Or they may not do it at all, says Jonathan Chajet, director of brand strategy at Siegel and Gale, a brand consulting firm, 'I don't think Apple needs all that much help selling its PCs.'"
Hessedahl also wonders if Apple will take advantage of Intel's "Intel Inside" program which reimburses PC makers the cost of advertising and marketing if they co-market Intel's brand alongside its own. "Intel Inside" includes computer case stickers and the familiar four-tone Intel melody in television and radio ads.
Full article here.
MacDailyNews Note: Apple already builds thin, light, powerful portables. The Apple PowerBook G4 line consists of one of the world's best-reviewed and most-coveted portable computers on the planet.
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Well, hell has already frozen over once, but I'd be pretty surprised if Apple put the "Intel Inside" logo on their laptops.