Role of the Brand

The RBI is a measure of how the brand influences the purchasing decision of a particular segment.

 

Since Intel is in a highly competitive market, the brand index will play a significant part in influencing a purchasing decision.

 

PC Clients - We gave an RBI of 85% for this segment because Intel is the natural market leader in the PC segments. Based on the survey we gathered earlier, the interviewees appeared confident and assured when the PC they purchased has an Intel logo attached to it.

 

Data Center - We gave an RBI of 85% for this segment because we believe that when people are looking for solutions for data storage or cloud computing solutions, Intel would be the natural choice that gives them the assurance on productivity efficiency on performance metrics and deliver precise instrumentation.

 

Software and services - We gave a lower RBI score of 30% for this segment because Intel is not the number one leader in the software and other products such as gaming, mobile phones and tablets. As such, the role of the Intel brand plays a smaller part in influencing the consumer's decision to purchase the products. This syncs in with the interviewees we surveyed with the majority stating they do not "care" whether the Intel brand is on their mobile phone when purchasing.