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Technology Stocks : Intel Corporation (INTC)

INTC 46.47

-4.5%

Jan 30 9:30 AM EST

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To: Fred Fahmy who wrote (3214)	9/9/1996 9:57:00 AM
From: Mark Brophy	of 186894

Re: Brand Awareness There are several ways of leverage a valuable brand name. <<A lot of resources have been spent creating brand awareness and associating Intel and Pentium.>> The company that developed the "LaserJet" leveraged the same suffix "Jet" in later new products that they considered to be more than minor eveolutionary improvements to existing products. The company that marketed the "Rolodex" followed the same strategy with their "dex" suffix. Owning a suffix is more valuable than owning a name, because you successfully leverage it for use in other products completely unrelated to the original product. For instance, HP used the name "ScanJet" when they entered the scanner market. <<I have no doubts that had YOU been in charge of such a decision (i.e. naming P6 Pentium Pro) you would have tried to come up with a different name.>> No, that's not true. I'd have also named the P6 the "Pentium Pro". One of Intel's greatest assets is their credibility. By naming the P6 "Hexium", Intel would've created an inflated expectation that the new product is a revolutionary improvement over the "Pentium". Naming it the "Pentium Pro" creates an accurate perception of the product and retains the credibility of the company. <<As for the NC, what a joke. The NC is DOA and represents a total lack of vision. >> You're absolutely right, although I have no idea how you could've got the impression that I disagree with your statement.

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