Though Qualcomm is certainly benefiting from both the strong demand for mobile devices such as smartphones and tablets and the shift of network operators to LTE networks, the company forecast earnings below expectations last week and is facing an “increasingly competitive smartphone industry.”
Perhaps drawing upon the success of Intel’s “Intel Inside” campaign, Qualcomm is planning an ambitious branding effort for its Snapdragon processors, which aims to build both “customer loyalty” and an “emotional bond” with its customers.
According to Reuters, this campaign includes a commercial for movie theaters and televisions, the former of which was showcased to analysts by Chief Marketing Officer Anand Chandrasekher who further added that "it's not our intention to compete with our customers' or partners' brands. ... Our brand should be accretive to big brands, not dilutive."
