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

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

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.

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Also available in French.

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

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