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Thinkpad (AXcess News) Houston - Intel Corp. (Nasdaq: INTC) has launched a new branding strategy, dropping its "Intel Inside"sloganfor "leap Ahead" to better reflect its chip technologies and the markets it serves.Intel said it was launching its new branding strategy at the International Consumer Electronics Show in Las Vegas next week.
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Microsoft Intel is carrying over its new branding strategy to its logo as well, dropping the lower case "e" and surrounding the company's name with a swirl.
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Laptop Computers Intel's move to re-brand itself is to reflect the chip maker's move into the consumer electronics market with its new Viiv line of technology for digital homes. Digital home applications are the next wave of consumer electronics developments occurring at company's like Apple Computer (Nasdaq: AAPL), that is developing more consumer digital home applications for its iMAC and other products.
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Laptop Computer According to Red Herring, Intel wants Viiv to go into devices such as set-top boxes for TVs, and it plans to have home PCs on the market featuring the Viiv logo in the first quarter of 2006.
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Desktop Computer Intel's Centrino wireless mobile technology is being developed to extend the battery life of laptop computers and is targeting over 200 models of laptop computers to carry its chip.
Notebooks Another new chip called Core is being launched to replace the Pentium M chip used in notebook computers.
Lenovo In both cases, its branding strategy is bring attention to its move into consumer electronics in digitizing home uses.
Hard Drive While Intel will be discontinuing the "Intel Inside" logo, it will still pay computer makers to promote the Intel brand on their machines, according to the Wall Street Journal.
Travelstar Intel CEO Paul Otellini will be explaining the company's strategy at a keynote address next Thursday at the Las Vegas show.
Shares of Intel were down 13 cents, or .5%, at $24.94at 2:54pm EST Friday.
