Qualcomm steps up chip branding campaign, plans TV ad

By way of Noel Randewich SANTA CLARA, California (Reuters) – Qualcomm Inc is stepping up its Snapdragon chip branding marketing campaign, including a commercial for film theaters and television, in a bid to build customer loyalty in an more and more competitive smartphone business. Chief Advertising Officer Anand Chandrasekher showed analysts a commercial playing in US theaters and mentioned it might even be rolled out in different countries, together with China. Qualcomm plans to air it on nationwide TV inside the next couple of months. "We're looking to build an emotional bond with our buyers," Chandrasekher stated. …