Is Intel on the verge of creating a new Global brand ?
Added On:7/8/2007 7:25:54 AM
California-based chip maker has some recent trademark filings-
"Intel Inside VIIV" and "Intel VIIV". The question is whether Intel is
creating a new Global Brand ?
FRANCISCO (Reuters) - Recent trademark filings from Intel Corp. are
raising speculation that the world's largest chip maker may be
preparing to create a new global brand. The question is, what does VIIV
"Intel Inside VIIV" and "Intel VIIV" were filed as U.S. trademarks last
month by the Santa Clara, California-based chip maker, known for its
Pentium and Centrino brands. A square graphic, resembling an inkblot or
a starfield, was also filed around the same time.
Intel watchers have a few hypotheses on the meaning of VIIV. One is
that the letters are Roman numerals standing for 6 and 4, as in 64-bit
technology, a feature that Intel is introducing in its chips this year.
Another is that VIIV will appear in a more stylized form as the logo
for the company's new dual-core chips, which are the equivalent of two
chips in one. Two letter V's, separated by two lines, could represent
the two cores of a Pentium 5 chip.
Of course, the trademark for VIIV, which Intel also filed in Asia and
Europe, could be something else altogether, or nothing at all. (Intel's
rival Advanced Micro Devices Inc. filed trademarks for Forton, Adepton,
Tegron, Metaron, and Vanton but doesn't making chips with those brand
Intel spokesman Chuck Mulloy declined comment, saying Intel doesn't
discuss unannounced brands or trademarks. But that hasn't stopped chip
industry pundits from expressing intrigue.
"I think whoever it was flunked Roman numerals in grade school," said
Nathan Brookwood, the head of technology consulting firm Insight 64.
Brookwood says he thinks VIIV stands for 64-bit technology. "When your
name is Insight 64, you're looking for 64 all over the place," he said.
Still, the proper representation of 64 is LXIV, he pointed out.
Charlie Glavin, an analyst with Needham & Co., prefers the
dual-core theory. "I'm thinking of it as far as a dual-core, V-V," he
KEEP IT SIMPLE
Microprocessors, the central chip in computers, are among the most
complex products ever produced by humankind, composed of hundreds of
millions of microscopic switches that check e-mail and play video games.
So complicated, in fact, that chip makers like Intel and AMD
increasingly shy away from bothering to explain the technical aspects
of the chip, instead focusing their efforts on brand names dreamed up
by Madison Avenue.
Centrino, Intel's most recently introduced chip brand for notebook PCs,
"suggests flight, mobility and forward movement," according to Intel
marketing materials. (Centrino is also the Italian word for "doily," a
reference duly noted by Intel in its trademark application.)
In fact, Centrino isn't even a chip, but a "platform" brand for three
chips, one more complicated than the next. But that hasn't kept it from
market acceptance, with many PC shoppers asking by name for notebooks
powered by Centrino.
The Intel Inside campaign is another example of the power of branding,
making it clear that PC shoppers are getting an Intel, even if they
don't quite know why that's a good thing.
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