INSIDE INTEL
INTEGRATING INTEL: TRADEMARKS AS KEY INGREDIENTS
Microprocessor giant Intel makes billions in the
semiconductor market and its marks are widely recognised. WIPR talks to Ruby Zefo,
Intel’s chief trademark counsel, about licensing the marks of a computer part and preventing others from diluting them.
A microprocessor is an important piece of technology. A computer’s processing power and its size used to be in proportion; the 1946 Electronic Numerical Integrator and Computer, which was used to calculate artillery firing tables, weighed 30 tonnes. Te invention of the microprocessor—a single integrated circuit—meant that the functions of a computer’s central processing could be handled by a tiny chip, rather than an array of vacuum tubes, crystal diodes, relays, resistors, capacitors and hand-soldered joints.
Intel Corporation manufactures microprocessors and distributes them globally. Te company reported revenues of $43.6 billion for 2010—an $8.5 billion increase on its 2009 figure. Intel’s brand is worth over $32 billion and ranks seventh in the world behind the likes of Coca Cola and McDonalds, according to Interbrand’s 2010 rankings.
26 World Intellectual Property Review March/April 2011
www.worldipreview.com
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