Intel has attempted brand awareness for years with its "Intel Inside" campaign. Stickers, ads, leaflets... They do strong comarketing campaigns with PC OEMs to make sure their brand is somewhat pushed to end customers. In the most unscientific statistic ever, my mother knows what Intel is, but never heard of ARM. The bad news for Intel is that nobody ever is saying "does this device have Intel? If not I'm reluctant to buy", which is possibly what they were aiming at.