????英特爾曾耗費(fèi)巨資，成功推廣了“Intel Inside”這一理念，不過(guò)，錢德拉塞卡表示高通并不打算仿效前者。（即便高通有這個(gè)想法，也是心有余而力不足。雖然高通目前市值要高于英特爾，但位于加州圣克拉拉市的半導(dǎo)體巨頭英特爾的凈利潤(rùn)仍是高通的近兩倍。）高通目前任務(wù)非常明確，一方面努力提高核心競(jìng)爭(zhēng)力，另一方面加大對(duì)公司形象的投入。雖然錢德拉塞卡對(duì)高通的市場(chǎng)推廣預(yù)算三緘其口，但他仍透露，數(shù)額要“比去年大幅提高”。

????高通的前行之路一片坎坷。品牌咨詢公司Interbrand最新公布了全球頂級(jí)品牌排行榜，高通竟然榜上無(wú)名。英特爾雖然在移動(dòng)領(lǐng)域表現(xiàn)不佳，但仍高居第八位。另一競(jìng)爭(zhēng)對(duì)手英偉達(dá)（Nvidia）同樣不幸落榜，雖然它是游戲玩家的寵兒，甚至最近還發(fā)布了一款充分展示其技術(shù)實(shí)力的游戲設(shè)備。高通遠(yuǎn)離消費(fèi)性電子行業(yè)很長(zhǎng)時(shí)間了，不過(guò)，它現(xiàn)在意識(shí)到即便自己不直接面向移動(dòng)用戶，也不能再如此韜光養(yǎng)晦。一兩部“病毒視頻”興許能稍稍提振高通的品牌，當(dāng)然，前提是這部有關(guān)公交車站的視頻能真的火起來(lái)。（財(cái)富中文網(wǎng)）

????譯者：項(xiàng)航

????Still, Chandrasekher says Qualcomm has no plans to match the amount of money his former employer poured into its successful Intel Inside campaign. (It couldn't even if it wanted to -- Qualcomm now has a larger market cap than Intel, but the Santa Clara, Calif.-based semiconductor giant still rakes in nearly twice the net income earned by Qualcomm.) At the same time, it's clear Qualcomm feels the heightened competition as well as the need to start investing more seriously in its image. Chandrasekher won't disclose how large of a marketing budget he's now working with but says there's "huge growth this year versus last year."

????Qualcomm has a long way to go. A recent ranking of the best global brands by brand consultancy Interbrand didn't even include Qualcomm. Despite its challenges in mobile, Intel was no. 8 on the list. Rival Nvidia (NVDA) was also missing from the list, though it is widely recognized among gamers and recently announced a gaming device that shows off what its technology can do. Qualcomm got out of the consumer device business a long time ago, but it's now realizing that it can no longer afford to take a backseat, even if it doesn't sell directly to mobile users. A viral video or two could help push its brand-- that is, of course, assuming the bus stop video actually goes viral.