Intel brands its new chip

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Intel Corp., Santa Clara, Calif., next month will introduce Celeron, its belated entry into the market for low-cost home PC chips. Intel said it will run ads for its family of mainstream PC chips--Pentium II and Celeron--but doesn't plan ads specifically about Celeron. PC makers will get "Intel inside" co-op money when they buy the chip. The launch of Celeron marks a shift in Intel's focus on promoting only its latest, highest-end products. Intel said the change reflects segmentation in the PC market. Toward that end, Intel later this year will introduce a new high-end chip, rounding out what amounts to a good/better/best branding strategy. The new name was coined by Lexicon Naming, Sausalito, Calif., which also created Pentium.

Copyright March 1998, Crain Communications Inc.

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