Intel Corp will step up branding investments in China, as the United States chip giant aims toreshape its image in one of
the world's largest chip markets and better tap into opportunitiesbrought by the Internet of Things.
Penny Baldwin, vice-president in the Global Marketing and Communications Group at Intel, said: "The only thing about
China is that we need to spend more to expand in this market which is sobig and has so many people. We will focus on
the millennial generation, which are not only ourcore consumers but influential business decision makers."
Baldwin made the comment in an interview with China Daily in Beijing. According to her, the USPC chip giant will spare
no efforts to exploit the opportunities brought by the Internet of Things.
"By 2020, over 50 billion devices will be connected and this is exactly what Intel is preparing for,"she added, identifying
drones, augmented reality, and robots as the company's priorities.The company is making a major shift in its branding
strategy, shifting from a chip supplier behindhardcore manufacturers to a firm that wants to be more close to consumers
and be associatedwith fashion and cultural symbols. "We want to develop preferences and brand loyalty among consumers,
based on which we canboost our brand premium."
In 2015, Intel has partnered with popular movie makers and TV program producers to expandtheir marketing campaign.
Instead of simply imputing its logos in these programs, Intel invitedcontent producers to shoot their laboratories, giving
audience a peak at how employees at thetechnology giant work in daily lives.