“Intel Inside” ignites mobile branding war

BRAND WARS: As the mobile computing wars heat up, chipmakers supplying the crucial components inside smartphones and tablets want more of the glory. Intel is leading the charge by extending its hugely successful “Intel Inside” marketing campaign beyond PCs. — Reuters

SAN FRANCISCO: As the mobile computing wars heat up, chipmakers that supply the crucial components inside smartphones and tablets aim to grab more of the glory.

Not content to remain in the shadows of hot consumer brands like Apple or Samsung, chipmakers — including Intel, Qualcomm and nVidia — want consumers to get to know the processors that power their mobile devices. They hope to build brand loyalty in the process.