Texas Instruments and the Branding of Light: The Digital Light Processing (DLP™) Case

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CASE STUDY. The case presents the use of the strategy of ingredient branding in a product category where this type of strategy is still relatively new.

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Texas Instruments and the Branding of Light: The Digital Light Processing (DLP™) Case: Abstract

Texas Instruments and the Branding of Light: The Digital Light Processing (DLP™) Case is a case study by Jean-François Ouellet.

In general, this case is interested in the issues related to the launching of a new brand. More specifically, the case presents the use of the strategy of ingredient branding in a product category where this type of strategy is still relatively new. Finally, the case explores the impact of branding on the consumer adoption process.

Additional information

Also available in French.

Teaching notes are available for professors. Contact the HEC Montréal Case Centre.

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