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Corporate branding and advertising

In: Raising the Corporate Umbrella

Author

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  • Jim Garrity

Abstract

Personal computers (PCs) have not always been “cool.” A case in point: in the early 1990s, manufacturers in the PC category spent considerable energy boasting about faster processors and larger capacity hard drives. Further, the “Intel Inside” program was in its early years, implying — at the expense of the actual PC manufacturer — that computers were the same as long as they had the all-important “ingredient”: an Intel processor. Finally, in this consumer landscape, Compaq Computers — headquartered in Houston, Texas — was not even a blip on the brand radar screen. The company had built its reputation as a high quality, innovative business computer company without a presence in the consumer market. Business-to-business was what Compaq did and did well.

Suggested Citation

  • Jim Garrity, 2001. "Corporate branding and advertising," Palgrave Macmillan Books, in: Raising the Corporate Umbrella, chapter 0, pages 115-148, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-55458-0_6
    DOI: 10.1057/9780230554580_6
    as

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