Motorola Spinoff Freescale Aims To Climb Brand-Awareness Scale.(INTERNET & TECHNOLOGY)

Publication: Investor's Business Daily

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COPYRIGHT 2005 Investor's Business Daily, Inc.

Byline: JAMES DETAR

Freescale Semiconductor.

Know the name? Many people in the chip industry -- including Free-scale executives -- say most people would answer no. That's so even though Freescale is the No. 3 U.S. chipmaker in sales -- $5.7 billion last year -- behind only well-known Intel and Texas Instruments.

Freescale wants to change that. On Thursday, it's set to unveil its first major, multimillion-dollar global branding campaign.

There are reasons Freescale sparks scant awareness, the big one being the name only came into being last year. That's when diversified tech firm Motorola spun off its chip business, naming it Freescale. It went public in July 2004, but 15 months can...

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