The Secrets of Success in Marketing

6

Piggyback on other brands

SOME COMPANIES HAVE NO obvious identity of their own in

the eyes of consumers. That’s a real problem for component

manufacturers in particular. As an example, Intel, the micro-

processor manufacturer, supplies just one small component

to computer manufacturers. But the phrase ‘Intel Inside’ is

often more recognisable than the brand name of the com-

puter itself. It’s not just component manufacturers who can

‘piggyback’ on other brands. If you have strong established

brands, you can use their strength to extend your range and

benefit from the same brand values. The Intel story shows

just how effective this process can ...