In a move to protect its brand image, Intel has cracked down on subsidising advertisements that use computer company logos other than its own 'Intel Inside'.
If OEMs carry other logos on their pages, Intel will cut their cooperative marketing dollars by a third or more if they do not stick to a set of stringent marketing outlines. The company currently spends $2 billion worldwide on joint advertising schemes.
An Intel representative said: "This is the biggest cooperative marketing operating in the world. The presence of other people?s logo reduces Intel?s ability to communicate our ingredient." She said the rules will allow other logos in an advertisement, but that the money will be dependent on the placing of the logo.
Intel?s branding, she said, was the second most successful in the US after Coca-Cola and the company wanted to protect it. It objects to paying for ads which carry competitors? logos in a prominent position. But the deal may put vendors in a difficult position. Many have agreements with other manufacturers to help pay for adverts.
Keith Warburton, executive director of the PCA, said: "Intel always spelled out what size the logo should be. What?s changed is what other logos you have on a page. He who pays the piper calls the tune but people should be aware of who is playing the tune."
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