Friendship In Fried Green Tomatoes

Friendship In Fried Green Tomatoes Friendship is the relationship between two or more more people who trust, have faith and are concerned with the welfare of each other.Relationship involves intimacy and mutual care for one another.A good friend has the responsibility of accepting good and bad qualities of his friends and one who is ready to help his friend in changing bad traits.Friends should love each other and have faith in whatever their friends tell them.Friendship has to do with undertsnding and caring for one another.A relationship based on this qualities makes friends to have a good feeling and smile because of the love and care which is given to him.In some cases people do not remain to be friends for a long period of time for instance when people disagree with each other and seize to be friends. When making friends people should be careful because all friends may not be good. Some friends will only be for you during the times of happiness but they run away when problems arises.These are not good friends bec ause you cannot depend on them.Good friends will always sacrifice to be with you during good and bad moments of your life and they will understand your strong and weakpoints (Fanny 10). Having friends is a very important aspect in life. One may have all the necessities needed in life like money, good house, clothing but still friends are needed. Human beings are depend on one another and they can not survive all alone.There are some things that other people must do for you and therefore its very important to have people around you.If for example one gets sick, he/she will need other people to take them to the hospital making friends very important to the lives of individuals.Friendship is therefore something which all people should have in order to have peace of mind (Fanny 15). There are different kinds of friendships for example friendship based on utility. In this kind of friendship, people become friends so that they can benefit personally. For example people who come together and start a business.They do not spend most of their times together and they may not like each other.A very common form of friendship is one which is based on pleasure.This is a friendship between two people with the aim of gaining pleasure from one another.This kind of friendship occurs mainly between people of different sexes who have love and affection for one another.The main aimof this friendshilp is compabnionship and these people may end up marrying one another. Being a very important aspect of life, i will discuss friendship in the movie Fried Green Tomatoes basing my arguiment on one relationship. Fried Green Tomatoes was a novel written in 1987 by Fannie Flagg which later came to be adaptedas a movie in 1991.It was a commedy drama which was based on the novel and it was lreleased in the United States bearing the full name of the novel.The film was directed by Jon Avnet and written by Fannie Flaggin conjunction with Carol Sobieki. The film is about of twowomen Ruth and Idgie at a time when they have difficulties in their friendships.There is also another friendshipwhich ekxisted in 1980s between Evelyn a woman of a middle age and Ninny an old woman.Ninny knew ruth and Idgie.The story dwells much on the murder of ruths husb,and who was abusive and the accusations which came after he was murdered. The film received two academy awards and critics of film were positive in the poem.The people who were making the view criticized it because the group which reviewed the book ignored the contents about lesbian (Fanny 28). The film begins with Evelyn Couch a house wife aged around 40 years who mwas timid and unhappy coming in to contact with Ninny Threadgoode in a Birminghamfond in a nursing home called Alabama. Ninny and Evelyn visit each other several times during which Evelyn tells her about a town in Alabama called Whistle Stop which had been occupied by people sometimes back but they had moved from that place (Fanny 30). She tells her stories of people who used to occupy that town.She begins the story by telling about Idgie Threadgoode the youngest of her children but who during her description is reffered to as her sister in law.Idgie had a brother who was a good friend of him but he died through an accident by a train.After the death of his brother whoi meant alot to his life, he moved away from his society where he spend most of his childhood and adolescent stages. She stayed away from his family until Ruth Jamison the former girlfriend of his brother is requested by his family to intervene so that they can become friends. She refused to befriend Ruth in the first stages but after some time she found a space in her heart to have feelings for her.Frank Bennette befriends Ruth and marries her after which they moved fromWhistle Stop town and settles in Valdosta, Georgia. The act of Ruth getting married annoyed Idigie because she lost her friend .It was a hard task for her to forget ruth but she tried hard to forget her. She later paid a visit to Ruth who was already carrying a baby but her husband Frank abused her.Idgie pleads with Ruth to leave her husband and accompany her back to Whistle Stop.Ruth accepted but Frank was against the idea.It is at Whistle Stop that Ruth gave birth to a baby named Buddy Jr. Idgie was given money to open a business so that she can cater for the needs of Ruth and her baby. Ruth and Idgie opened a cafe at Whistle Stop Town called Whistle Stop Cafe. They employed Sipsey and Big George her son as cooks.These cooks made barbeque which became popul ar with their patrons within a short period of time. Frank paid a visit to Whistle Stop town with the aim of kidnapping Buddy Jr. But he was killed by an assailant who was not recognized. For some time frank could not be found and his car was found at the bottom of a sea around the town.Idgie is suspected to be responsible of Franks death because she had threatened him publicly because of beating her friend Ruth. Idgie and Big George were arrested as suspects for the murder of Frank (Fanny 38). The police wanted torelease her and pin the crime to Big George alone but she refused to betray her friend.The judge during the trial says that the two clients were not aware of the diappearance of Frak because had had gone on a three day journey but it was a lie.In addition to that he says that Frank was always drunk and his death cloud have resulted from an accident.Idgie and her friend are cleared of the charges and released.Ruth died soon after the trial as a result of cancer.The Cafe closed after Ruth died and many people who stayed in Whis tle Stop migrated to other places.That is the way Ninny ended her story to Evelyne without revealing to her what really caused the death of Frank. Franks death came accidentallly because he was killed by Sipsey with a cast iron skillet in an effort to prevent him from kidnapping Buddy Jr.The body was then taken by Big George and he berbecued it while the body was burried by his mother in the garden of Mrs.Threadgoode. Ninny stayed in the nursing home temporary because her house had been condemned and torn away.When Ninny became aware of what had happenegd to her she decided to welcome her and give her a room in her own house since they had already became good friends. Ninny accepted accepted to stay with Evelyne.On their way from Ninnys former home, they passed through the grave of Ruth which was decorated with flowers and on top of it was a card bearing the writings à ¢Ã¢â€š ¬Ã…“The Bee Charmerà ¢Ã¢â€š ¬Ã‚  the nickname she was given by Idigie. After the death of Mrs Threadgroode, Evelyne got a letter from a neighbour of Mrs. Threadgoode inviting her for a visit (Fanny 40). She went to visit her grave carrying pink flowers.She found a note on Ruths grave fron Idgie which had not taken long after visiting the grave of Mrs. Threadgoode. Finally Idgie is found to be stillliving selling honey on a satnd which is near a road. There are many themes in this film. For example the theme of food is highly elaborated. In the cafe where Sipsey and her son cooked they prepared barbecue which became popular to many people. Rth and Idgie sold food for the blacks through the back doors at a reduced rate.When Frank died, his body is said to have been barbecued by Big George and served to the people. Food is a very important aspect such that human beings are also eaten.The film portrays lesbianism in the sense that when Buddy the brother to Idgie died, she was encouraged by her family to befriend her (Fanny 45). This is a clear indication that the society encourages lesbianism.Women are mistreated by men according to this novel.When we look at Evelyne,she was unhappy with her marriage because her husband had ignored her.The same case applies to Ruth who was abused by Frank her husband.Another theme in the film is death. So many people have died in the film. To begin with, Buddy the boyfriend to Ruth was hit by a train and he died. Frank was bitten by Sipsey with a cast iron skillet in an attempt to prevent him from kidnapping Buddy Jr. which caused his death. Ruth died as a result of cancer while Mrs. Threadgoode is also said to have died and burried in the same place with Ruth. The death of all these characters makes death a major theme in this film. The other theme and among the most important is the theme of friendship. According to the film, we have a series of friendships.To start with Mrs. Threadgoodes became a very good friend of Evelyne after they came in to contact with each other for a period of time.Through the story which Threadgoode gave to Evelyne, she was encouraged by the character of Idgie thus influencing her positively in her ways of living .Buddy and Ruth were also friends. According to the film, Ruth was Buddyà ¢Ã¢â€š ¬Ã¢â€ž ¢s girl friend but the relationship ended when he died as a result of an accident.Buddy was also a friend to his sister Idgie.When Buddy passed away, her sister was so much affected an indication that the two people were very good friends with each other.Ruth befriended Frank who married her but later started abusing her. Idgie was offended by the marriage because she lost her friend Ruth to Frank.She was so much attached to Ruth because even after Ruth married Frank, she took a long time to forget her. All the above are friendships portrayed in the film. In my paper i will discuss the relationship between Ruth and Idgie (Fanny 56). According to this book friendship is defined as a relationship which is different fromothers.Friends volunatariry come together.Frindships are different fromother relationships like marriage relationships which are based on institutions and established laws. Friends are not governed by laws and there is no standard way through which friends should interact.Friendships have some qualities like emtional closeness.Some people become friends so that they can be emotionally close.Emotional love comes as a result of spending time together, talking and going through experiences together.Issues of gender and sex however have impacts on the way people express their emotions towards their friends.Some people get close to their friends through dialogue.As for women,the best way to maintain social closeness is through listening and talking.Through talking with one another people can understand lives of other people.Through dialogue friends can become emotionally close. Ruth and Idgie must have t alked together during the time they stayed together.Another way through which people can become emotionally close is through doing things (Wood 253). When people do things together and they perform duties for one another, they become close to each other.Looking at the relationship between Ruth and Idgie they did their things together.They opened a cafe where they helped one another. The two people participated in all the activities in the cafe.Through sharing of the duties, these people became close to each other.Another quality is acceptance.Each and every person wants to be accepted by his/her friends.We all have our strong and weak points and we expect our friends to appreciate us the way we are. People try their level best to ensure that they impress people who are knew to them. Ruth was wrong when she agreed to marry Frank and leave behind her friend Idgie who loved her very much.However we can say that both of the two characters accepted and appreciated each other based on the way they conducted themselves. Idgie even offered to take good care of Ruth and her child because she had accepted her as a friend. Friends should trust each other.We should trust our friends that we can relie on them.We should also trust their words in the sense that they will do what they say.Trust also means being sure that the friends that we have cares for our welfare.Idgie was a trustful friend of Ruth because she was very much concerned with her welfare.When she found that Frank was abusing Ruth through beating her, she took her and offered to care of her and the pregnancy until she gave birth.This shows how much she cared about her.In addition, she threatened Frank in the public because of abusing her friend which is a risk to her because she was later suspected to be responsible for his death and was jailed (Wood 258). Friends should support each other both in words and financially.Support includes telling your friends that you love them.Another way of suporting our friends is through being available and helping them in times of difficulties.Its clear from the film that Idgie was always there for Ruth an d she sacrificed her time and money in helping her and the baby.Its true to ssay that the relationship between these people was based on good characteristics of a friendship.Even after the death of Ruth we can see Idgie visiting her grave an indication that she was a very influential person in her life. Sometimes friendships come to an end because of several reasons.Friendships can come to an end when people disagree on some issues or when as a result of separation.Friendship can seize if people who are friends stop coming into contact with each other the way they used to do.Education and employment are some of the factors which can make people stop being friends when they move far away from each other.Many friendships however do not end umbruptly. They fade slowly by slowly until the friendship comes to an end (Wood 260). When friendship comes to an end, people will change their mode of communication. People who used to spend alot of time with others do not see the need of spending time with them.Words like I do not have time for you may be heard from people who used to be very good friends.Ruth accepted to leave Idgie who had been her friend because she had seen another friend Frank. This is how their relationship came to an end even though they later agreed on each other and star ted staying together. In most cases friends do not always lead a smooth life. They are also subjected to pressures from internal and also from external just like other relationships of human beings.Internal tensions arise from an individual and the interactions he/she is involved in.Pressure can arise in a friendship if the parties have different needs.If what i need in not what my friend needs then we are likely to differ (Wood 265).Communication also affects friendships especially in a case where th parties come from different cultural backgrounds and do not understand each other.For instance some societies no not circumcize their males while most of the societies do.This differences can be a problem in a friendship.Sexual attraction can also pause a problem in the case where friends have decided not to have sexual intercourse but one of them is not abiding to what they said. Friendships are also affected by external pressures.Human beings change from time to throughout their life.The same thing applies to friends.Whenever one moves from one place like schools,colleges, to another they make new friends.Since people make friends with people they meet frequently, they are likely to forget old friends.Geographic distance also affects friendship.When people migrate from one place to another they will make new friends there.However technology has made it easy for people far away from each other to continue with their communication through emailing and face book thus maintaining their friendship. Friendship is a very important aspect of life as portrayed in the film because through friends we can achieve what we may not achieve alone (Wood 268). Work Cited Flagg, Fanny. Fried Green Tomatoes at the Whistle Stop Cafe Audio Download. London: Little, Brown Book Group Limited, 2007. Wood, Julia. Interpersonal communication: everyday encounters. 6th edition. Wadsworth: Boston, 2010.

Sexual Harassment in the Workplace Essay -- Sexual Harassment, Womens

Sexual harassment is a violation of women's rights and a prohibited form of violence against women in many countries. Sexually harassing conduct causes devastating physical and psychological injuries to a large percentage of women in workplaces around the world. Harassment directed against women in the workplace by their supervisors, fellow employees, or third parties interferes with the integration of women in the workforce, reinforces the subordination of women to men in society, violates women's dignity and creates a health and safety hazard at work. Women's advocates around the world work to further women’s right to be free from sexual harassment. Critical to these efforts to combat sexual harassment has been the growing recognition of sexual harassment as a form of violence against women which violates women's human rights. States are obligated under international law to take effective steps to protect women from violence and to hold harassers and/or their employers accountable for sexual harassment in the workplace. The prohibition of sexual harassment in the workplace is closely linked with theories relating to the subordination of women to men that were first introduced in the United States in the 1970s. These theories associated sexual harassment with violence against women, the perpetuation of gender stereotypes and the assertion of economic power over women, all phenomena which serve to subordinate women to men. In general, the role sexual harassment is believed to play in the subordination of women in society has led many countries, including the United States, the United Kingdom, Canada, Australia, Japan and South Africa, to recognize sexual harassment as an actionable form of sex discrimination. Over time, howe... ...orris, N. M. (1985). Journal of Health and Social Behavior. 10. Sobel, M. E., & Leinhard, S. (Ed.) (1982). Sociological methodology 1982. Washington, DC: American Sociological Association. 11. Swearer, S. M., Espelage, D. L., & Napolitano, S. A. (2009). Bullying prevention and interventions: Realistic strategies for schools. New York, NY: Guilford Press. 12. Touchette, E., Henegrar, A., Godart, N. T., Pryor, L., Falssard, B., Tremblay, R. E., & Cote, S. M. (2011). Psychiatry Research. 13. Willett, J. B., & Sayer, A. G. (1994). Psychological Bulletin. 14. Woodside, D. B., Garfinkel, P. E., Lin, E., Goering, P., & Kaplan, A. S. (2001). American Journal of Psychiatry. 15. Zurbriggen, E. L., Collins, R. L., Lamb, S., Roberts, T., Tolman, D. L., Ward, L. M., & Blake, J. (2007). Report of the APA Task Force on the Sexualization of Girls.

Intel Branding Strategy Case

The University of IOWA Tipple School of Management IMBA Program – Intake 6 Prepared By Group 2: Kimmy Wong Diana Hung Mike Yeh Ken Wan Date: 18/07/2009 1. Was the Intel Inside campaign worth it ? What were its strengths and weaknesses? The unfavorable judgment against Intel â€Å"386† trademark in 1991 indicated that any competitor could market its product using the same marks, numerical sequencing, used by Intel. To differentiate from competitors and solve the problem of market confusion among the product offerings, Intel developed an alternative branding strategy by focusing on building the company’s brand image instead of product-based brand strategy. Under the new branding strategy, Intel was established as a brand, a reliable and premium brand, ably transferring the equity of â€Å"386† and â€Å"486† microprocessor to Intel, the company and to distinguish Intel products and to communicate the depth of Intel as a corporation with respect to its competitors as well. To boost the awareness of Intel’s brand name and strong differentiation, the company employed a series promotion campaigns to reinforce the main message of â€Å"Intel Side† aggressively after loss of trademark. Detail of their promotion campaigns are as under: [pic] Intel campaign has successfully introduced the microprocessor to the market and consumers can identify its microprocessor technology. Its success laid the groundwork for moving into next generation. Through repeat impressed promotional message be certain that consumer have Intel technology on the inside. As Intel is the leader and the best microprocessor supplier. In Intel Inside campaign, the company applied â€Å"push† strategy to seek support of the OEMs by encouraging them using Intel microprocessor in manufacturing their product and including the Intel Inside logo in their print ads. Under this strategy, Intel found much infusive reaction from OEMs, created a great awareness of â€Å"Intel Inside† logo and driven positive perception and favorable association towards Intel brand simultaneously. With the help of the program, Intel cut the utter confusion clones bring to the marketplace. In turn, strong brand image and premium status has been built successfully. Moreover, the campaign powerfully in reinforcing on two key associations: â€Å"safety† and â€Å"technology†- whenever and wherever consumers saw the Intel logo and also created a brand image for products that fall under the Intel Side umbrella. At the same time, a â€Å"pull† effect was generated on the consumer and presented a very persuasive argument for OEM to use its product. In turn, it built a remarkable brand value to Intel, the company and its stakeholders as well. This campaign had demolished the negative perception of Intel and well-reposition Intel as a premium brand with promising of â€Å"Safety† and â€Å"Technology†. The new established brand successfully differentiate its product from competitors and help Intel move the market forward into new generations of microprocessor and to leverage its advantage and equity to its new generation of technologies. Frankly, the campaign is worth it since Intel got more than 700 OEMs to signed for the program and induce the first and second tier big OEMs to join co-operation program as well via the â€Å"pull† effect successfully. Consumer research indicated that most viewers of the TV ad remembered the Intel name instead of the product. The Intel, on the other hand, proved much more successful in educating the consumer on the specific product attributes associated with the Intel processor and created a favorable association and positive perception for consumers that they look for Intel inside their PC when making selection. In turn, a synergy effect has been well created for its brand Intel, the company and their customers till today. With the help of the program, Intel’s brand image is indeed associated with power, reliable, affordability, compatibility, technology and experience globally till today. Again, it is an effective campaign which generated lot of awareness for Intel and made the company and its chip program newsworthy in the eyes of the general and business press, and it helps build some creditability and enhancement to the OEMs’ message in the ad as well. Intel is being recognized as the technology leader which has the strongest image on quality, compatibility attributes and became more familiar, popular and delivered a quality message in the world. OEMs benefited from the campaign that their products become a quality product because of Intel chip inside. The Intel brand is one of the top ten known-brands in the world. You can credit these to the Intel Inside program. However, not all the OEMs, especially the first and second tier, were agreed and appreciated with such cooperation program would be greatly affect the penetration of Intel in the market and affect their market share. Moreover, rebate program which offered 30% -50% of rebate to the OEMs customer, incurred heavy cost to execute, caused huge marketing expenses and lower the profit in turn if program fail. Since brand equity can be eroded over time but can be enhanced by marketing actions. We concern huge of expenses has to be spent in marketing on continuous and regular basis for reinforcement of the brand and repeat reminding the customers of the brand. If success, it will create synergies in the brand and return to the company. If fail, on the other hand, it will create a burden to the company. 2. Evaluate the Pentium family of processors. Did Intel make the right decision by extending the name through the Pentium 4 processor? Should the company consider changing the name of the next processor in the Pentium line? Intel planned to introduce the next generation processor, code name â€Å"P5† sometime after the fall of 1992. Given the success of the Intel Inside campaign, it signals any branding strategy developed for the next generation, e. g. P5, would link with the Intel Inside program. In the meanwhile, Intel had leant an experience from Cyrix’s case in March 1992 which had caused a negative influence on its branding strategy. This painful lesson significantly influence Intel management concern the name strategy and as a force driven to review the possibility of altering the chip’s name instead of using 586. Recognized naming process as a major strategic move, Carter took great care by appointed Karen to manage it prudently. Intel conducted extensive search and employee contest for having the right name which is trademarkable and linguistically correct for its 5th generation of microprocessor. Intel developed a series of presentations to keep customers informed of the naming process and product introduction as way of asking for help and understanding before launching but without disclosing the actual name. Intel announced, in October 1992, its fifth generation microprocessor was named â€Å"Pentium† and would begin shipping production version in early 1993. Intel did great job in the naming strategy since â€Å"the name suggest an ingredient and the â€Å"Pent† of Pentium from Greek meaning five, imply the new chip is fifth generation of the family. The â€Å"ium† was added to make the chip sound like a fundamental element. † Absolutely, the name closely linked to Intel in which completely new with some generational concept has been rooted and have a positive association can be worked on global basis. It fully supports Intel’s brand equity till today as well. In addition, Intel conducted a profitable investment in advertising by spending a huge promotion campaign to achieve name recognition as well as acquire high level of awareness and favorable association for the Pentium processor. Intel had rewarded from what it did. In the meantime, the marketing launched a full scale effort to ensure the Pentium name quickly adopted into everyday industry vernacular. Intel’s PR department also phoned all the leading individuals who wrote about the industry to let them know the new name. They sent the author letter correcting the error if they found anyone using â€Å"586† or â€Å"P5†. In return, it was over 90% of press mentions used Pentium instead of â€Å"586†. Moreover, the Pentium processor had been recognized by PC users as a valuable ingredient since then. Intel management understood â€Å"solid position cannot be built on empty promise†. Thus, the company delivery its promise through its strongest product attributes, as under, which highly appeal to the targeted customers and the public as well: i) More than twice as fast as the Intel486 processor; i) With over three million transitors and high MHz offer high speed; iii) Support graphical user interface; iv) Support PC, workstation manufacturers to server and workstation lines; v) Offer power and technology to allow PC manufacturer to head-on address the traditional mini and mainframe market; vi) Made it easier to build the Pentium processor into multi-processor machines vii) The chip would the key to multi-platform, client-server architecture In support of the â€Å"Pentium†, Intel skillfully introduced aggressive â€Å"Technology briefing† campaign to build its brand equity and reinforce its technology leader position, a consumer-styling advertising before available for sale, in the print ad with 4 pages to educate and create demand as well as position the Pentium at the elitist of the market and further reinforce the brand awareness and its powerful features associated with the brand as well. In fact, Intel had made the right decision by extending the name through the Pentium processor. Through this extending, Intel can leverage and transfer its advantages in the valuable brand, in terms of positive perception, favorable association and strong brand equity, to this generation of â€Å"Pentium†. Clearly, it is a main ladder laid for the success of the Pentium. By the way, it created an excellent opportunity for the company moving the Pentium to achieve another climax in the new age. With the experience of i386, Intel also concern the name â€Å"Pentium† and made it protectable legally and by a set of internal and external guidelines from Intel on usage of the name as well. Through skillful extending together with the support of extensive well planned promotion efforts, cautious branding strategy and the huge advertising investment, the premium brand image and position of Intel Pentium has been successfully created and conveyed the positive attributes and preference as well as the favorable association with quality, state-of-art technology, software compatibility and performance which is the OEMs customers wanted to be associated with as well. Obviously, consumer looked for the Intel symbol in making their personal computer selection as a pull effect that adds both intangible (brand equity) and tangible (sales) value to Intel. Furthermore, following the announcement of the Pentium, Intel stopped all the speculation that had surrounded the name since trademark ruling in 1991. Regardless of the numerous debates over Intel’s branding strategy, Intel really did a great job by extending the name and applying the â€Å"branding ingredient† strategy to its new generation of technology. In 1993, Intel had been rated as the third most valuable brand, behind Marlboro and Coco-Cola, with an estimated worth of $17. 8 billion. It signals Intel is being recognized as an undisputed technology leader in which the brand had strongest image on quality and compatibility attributes. Moreover, what they had paid on the promotion now yielding the return through its huge sales of the Pentium chip, which was rising to 640,000 in 1994 from 80,000 in 1993 and further more to 2 million in 1995 and had continuously increased in 1996. It brings a sound return to the company and its stakeholders as well. Given the efforts in building and gaining the brand equity for Pentium, we don’t think it is the right time for Intel to change the name of the next processor in the Pentium line again. Since the customers had just familiar with the name and a favorable perception and association have been well connected the Pentium. Further change will cause confusion to the public within a short period of time. On the other hand, the company might use the number following the name Pentium. For example, Intel may use Pentium I, Pentium II, Pentium III†¦ as a clear indication for the new generation of technology instead of change the name frequently. Beside, staying in Pentium may also take this excellent opportunity to make use of its brand awareness, favorable association and valued brand equity inherent in the name â€Å"Pentium† leverage and transfer to its next generation as well. However, we understand that the innovation and change are necessary and crucial especially in this fast changing high technology and highly competitive world. We have reserved the right to leave the room for that change may happen sometime after few generations so as to better cope with actual changing market arena since there is still room for continue to improve on its branding strategy given surviving in such ever changing world.. 3. Should Intel adopt its Intel Inside campaign for use with its non-PC processor products? What other marketing strategies might the company employ? The Intel Inside program was widely regarded as a success and Intel became a lightning rod for this electronics revolution and paving the way for the computer to become more commonplace in the home and in business. While the Intel Inside Program continues to evolve, it will remain true to its heritage of promoting: â€Å"technology leadership,† â€Å"quality† and â€Å"reliability. † These features will be as important to online users and high-end server buyers today. The brand with an estimated worth of $17. 8 billion and expect to increase in the years to come. Intel recognized that they are in the ever changing global environment and planned to broaden its focus on other non-PC processor products, e. g. fax modems, LAN administration software etc. This is Intel to broaden its product profolio into different categories from its traditional processors and it is a new challenge for the company as well. In fact, the â€Å"Intel Inside† campaign focused solely on the company's microprocessors, such as its popular Pentium line of chips. When Intel broadens its focus to other platforms–not just the microprocessor, the new campaign and new logo is need for better reflecting this change. This will help aligning the brand strategy with its platform strategy. As they evolve as a company, it makes sense to evolve the brand supporting with the new compaign. Thus, retiring the â€Å"Intel Inside† campaign by redesigning a unique marketing program to launch its extension, which may better reflecting its product attributes, might be a wise decision and a drive for the company to leap forward into a new technological age. In the meanwhile, the company can take the leverage advantages heritage from the success of the previous program transferring to these non-pc processor products through the branding extension. Since successful brand extension occurs when the parent brand is seen as having favorable association and there is the perception of fit between parent brand and extension product. Given the favorable, positive and unique associations of the Intel brand to the mind of consumers, we believe the Intel brand name may offer many potential benefits in this extension and it would continue to receive its success as previous as well. This is also an excellent opportunity for the company to identify new and completed different way to use the brand at full potential. However, the success of the new program is highly depending on the marketing efforts, a unique and innovative marketing program as well as with huge investment projected in long term view in the new campaign in order to differentiate from its competitor. Instead of only focusing in microprocessor computer industry, we highly recommend the company should broaden its product range into other potential industry, such as, communication, household appliance industry and entertainment communication etc. and to widen its products in the existing profolio for capturing the potential heritage in the brand for consumer’s choice. Given its leading position in the world, we believe Intel can negotiate with big communication corporations, household appliance companies like Samsung, Sharp, Philips, Panasonic for different profitable co-operation or membership programs. It will be interesting to see if Intel’s strength in the traditional chip sector can translate to the increasing imp ortant mobile field. Intel may partner with first tier of the communication companies, this collaboration could lead to more innovation from the two companies and building products that the two companies can get out ahead of the competition on the emerging segment of mobile and entertainment devices or others etc. The growing importance of the Internet and webpage, E co-operation strategy with the main search engines can be considered to promote its product and its new technology as support to its new campaign to raise its awareness of the new product line. 4. What do you think of Intel’s aggressive expansion away from its core microprocessor business? What recommendations would you make for the future? It is a global trend which creates a pull and push effect for Intel to broaden its focus to entire platforms not just the microprocessor in such highly competitive arena. To continue build up its brand equity, maintaining its leading position and fully utilization of its technological potential and advantages, it is a must for Intel to act in this way respond quickly and deliver a product portfolio that meets the needs of the changing market. It is a long term planning for bring Intel move to other potential business and in more globalize way and stabilize its leader position in this diversification path. In fact, instead of only focusing in microprocessor computer industry, the company now broadens its product range into other industry, such as, communication, household appliance industry and entertainment communication etc. Given its leading position in the world, we believe Intel can negotiate with big communication corporations, household appliance companies like Samsung, Sharp, Philips, Panasonic for different profitable co-operation or membership programs. It will be interesting to see if Intel’s strength in the traditional chip sector can translate to the increasing important broaden field. Intel should boarder its brand name and create sub-brand to allow widen product category development. It should emphasize information about the extension rather than reminder about the Intel Inside brand. To be a house of brand, collecting different high technology product brand name, even if one of the product was not doing well, this would not affect their successful brand image. Most of the improvements come from Asia, such as the increasing present of technology from China corporate present threat to Intel’s global business in certain extent. However, the company reducing its threat and increasing its opportunity by vertical or horizontal integration or acquisition of its competitors or channel members etc. For decades, Intel has developed products, technologies and initiatives for the advancement and betterment of its customers. It has invented groundbreaking creations that truly define the word ‘technology’, and the proof is the Intel logo. Intel’s broadening strategy is also an indication of the company’s mission to ‘drive the next leap ahead – in technology, education, social responsibility, manufacturing and more – to continuously challenge the status quo’. ———————– CONFIDENTIAL . . . . . .. . . . †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. Intel ® Corporation Brand Management . . . . . .. . . . . . . . . . . . . . . . . . . . . . . . . . . .

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