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INTEL

A unified and consistent brand identity to the world

By SHABBIR H. KAZMI
Jan 29 - Feb 04, 2001

How do people perceive personality? In a person its basically how you look in terms of the clothing one wears, the make-up, the hairstyle, and then by what you say in terms of your tone/sound, your manner and your pace, and also by your actions, in terms of expression, posture and gestures. In a company the same applies. How it presents itself? In terms of the logo, the corporate colors, the typography and the visual style. What it says? The content tone, messages, and the sound. What it does i.e. actions? In terms of customer support, public relations, advertising and any other interface.

One of the highest priorities for any organization is to present a unified and consistent brand identity to the world. A good corporate brand is the most valuable asset to any company. Especially brands, which are not restricted by geographical boundaries. The Intel brand and the Intel inside logo has become so powerful that it is associated automatically with a Personal Computer. Intel has been very successful through its words and images that transcend geography to capture the global spirit of Intel.

Intel Corporation relies on its well-recognized dropped "e" Corporate Logo to communicate a strong and identifiable image worldwide. The proper consistent use of the Intel Corporate Logo is an important means of presenting and preserving this brand image. Communications that carry the Intel Corporate Logo convey recognition of one of the most admired companies according to a March 1996 Survey in Fortune magazine.

To take a brief look at the history of the Intel corporate logo, it was derived from the name Integrated Electronics, the original Intel Corporate Logo was designed by an engineer. The original Intel Corporate Logo was used until 1991 when the design of the logo was studied and modified very slightly into the version used today. The Intel Corporate Logo was developed to serve as a strong, legible and enduring symbol of a company that is committed to safety and technology. Every commercial, every printing collaterals, the website, etc will all communicate one message.

An annual survey by U.S. consultancy firm Interbrand which was published last year, showed Coca Cola was worth a massive $72.5 billion, and Intel landing at the fourth place at $39 billion. Interbrand analyses earnings forecasts for the world's best consumer brands and translates these into brand valuation.

Intel falls among the top 10 names of Fortune's most admired companies and is ranked second by the Wall Street Journal as companies having the best corporate reputation.

If the Intel personality is translated into words it would be "an intelligent innovative leader". And these words are firmly grounded on their key values which are safety and technology.

Interbrand's Top 10

As Reported by Financial Times

Coca Cola -

$72.5 billion

Microsoft -

$70.2 billion

IBM -

$ 53.2 billion

Intel

$ 39.0 billion

Nokiaq

$38.5 billion

GE -

$38.1 billion

Ford

$36.4 billion

Disney

$33.6 billion

McDonalds

$27.9 billion

AT&T

$ 25.5 billion