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34,153 $m

As the leading manufacturer of microprocessors for PCs and servers, Intel is facing a shifting market as PC sales are experiencing a 4.4 percent year-on-year decline. Intel is responding by moving into new markets such as cloud computing, wearables, and the "Internet of Things." For example, in January 2014, the company announced that it would collaborate on the design and development of a smart bracelet with fashion design house Opening Ceremony. As the need for less powerful, low-powered chips for devices has grown, Intel is trying to stake a claim in these categories through its Quark line of low-power, small-size microprocessors. But Intel's brand was built around power and performance, so the company is finding it hard to differentiate itself as a technology brand-especially within the tablet and smartphone markets, which are currently dominated by competitors ARM and Qualcomm. Intel has been successful, however, in its partnership with Google and computer makers to deliver Chromebooks this year. Moving quickly to ideate and develop new offerings, Intel is becoming a more product-driven business than a brand-led business--the opportunity is to ensure that its powerful brand learns to innovate and develop at the same speed as it product offering. If it is able to reignite growth through innovation, revitalize its identity, and generate awareness, Intel has an opportunity to build upon its heritage as a brand that transforms lives through technology.


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