Once famous, why is Intel brand recognition now ‘far behind’ compared to AMD?

AMD growth is largely due to its ability to innovate in technologies such as AI and spatial computing

AMD has leveraged its brand messaging and advances in artificial intelligence (AI) to surpass Intel in terms of brand recognition. As a result, the company has achieved annual brand growth of 53% since 2023. The chipmaker is currently ranked 41st in Kantar’s Most Valuable Brand report for 2024, surpassing big names such as Intel, Texas Instruments and Samsung.

In the Business Technology and Services Platform category of the report, AMD rose nine places with a brand value of $51.86 million. This number only reflects the value of the company’s brand identity, which is calculated by multiplying the company’s financial value with the brand’s contribution rate. The brand’s contribution rate is the percentage of the financial value created from thethe volume of procurement. Kantar said its BrandZ valuation “isolates the value created by the brand’s power in the minds of consumers.”

Kantar attributed AMD’s growth largely to its ability to innovate in technologies such as AI and spatial computing. Nvidia has grown 178% year-over-year thanks to innovations in these areas. AMD and most of its top 20 brands grew by 178% year-over-year thanks to innovations in these areas.leading companies have benefited from these technological advancements.

In contrast, Intel has only grown 29% since 2023, rising four places to 48th place. In 2023, Intel has undergone many brand changes, including changes to the logo and identity tone, as well as the removal of brands such as Pentium and Celeron, names that have been familiar to consumers for decades. These changes have received a lot of negative feedback.

It is worth noting that, in 2023, there are no brands in the technology industry in the top 20 growth brands. Instead, companies in the telecommunications, food and beverage, and luxury brands have dominated. However, AMD made it to the list of the top 10 growth brands, most of which are dominated by technology brands or related to technology.

If you’re curious about the brands that Kantar ranks as the most valuable in 2024, this list probably won’t surprise you. Nthe top brands are Apple, Google, Microsoft, Amazon and McDonald’s; in that order, Nvidia is only slightly behind in sixth place.