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B2B Brand Management_6

Tham khảo tài liệu 'b2b brand management_6', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Brand Specialties 137 Fig. 35. The first Intel Inside ad did pay off so let s take a look at some actual numbers Intel in creased its revenues six fold by 2000 to US 33.7 billion while its earnings almost doubled that rate of increase to US 10.5 billion . The launch year of the program is the base year for this account.104 According to Interbrand Intel is ranked number five of the world s most valuable brands in 2005 with an estimated brand value of US 35.6 billion.105 The new way of the company is to target opportunities outside its traditional PC revenue stream. This means a move from Intel Inside to literally Intel Everywhere - every type of digital device possible shall be equipped with Intel chips. For that reason Apple and its iMac computers were added to the list of Intel customers recently. Besides computers Intel s target market now encompasses cell phones flat-panel TVs portable music and video players wireless home networks and even medical diagnostic gear. All in one the company is targeting ten new product areas for its chips.106 138 B2B Branding Dimensions Crystallized with Swarovski Swarovski established more than 100 years ago is the world s leading manufacturer and supplier of cut crystal. The company saga began in 1892 when founder Daniel Swarovski invented a revolutionary machine which made it possible to industrially cut crystal jewelry stones to a superior level of perfection and precision than achieved before by traditional manual methods. Three years later he founded the Swarovski Company in Wattens Austria which has remained fully independent ever since. The company is currently run by the fourth and fifth generation descendants of founder Daniel Swarovski. In 2004 16 000 people worldwide contributed to a consolidated group turnover of 1.83 billion. Swarovski is a globally recognized brand that has made innovation trend research creative products and product perfection its hallmarks. These are all perpetuated elements of the philosophy of .