No loyalty as such

Credible Innovative Market Leader Superior performance

Consumers feel a sense of security and trust if Intel inside logo is present on their PCs

Wide range of processors Latest Technology High performance Efficient

For 80% of the world s PC owners Pioneer in microprocessors and chips Brain of the computer

Fast Intelligent, Reliable

Processors, Chipsets, and various other computing devices present inside computers

CBBE Pyramid for Intel

Consumers have an overall knowledge about the brand Intel . I f a common user of computer goes to buy a PC he would certainly prefer a PC with Intel Inside over any other built in processor because of the brand image and the credibility factor that Intel has succeeded in creating over the years. People look at Intel as a brand that constantly innovates and comes up with superior quality processors that can run their machine fast. Also, the fact that all major PC makers have Intel chips and processors built inside their machines lends credibility to Intel as a brand. However, the brand has not been able to achieve resonance. Since people usually do not buy PCs very often, so the loyalty factor cannot be measured. Also, if a major PC manufacturer recommends some other processor other than Intel, people might go for it because most people still look at the PC brand while buying computers and not so much at the brand of the built-in processor.