Competitive Intelligence - search patent and trademark filings
Example: eWeek article "Intel's Mystery Mark, VIIV, Sparks Intrigue."
Recent trademark filings from Intel Corp. are raising speculation that the world's largest chip maker may be preparing to create a new global brand. The question is, what does VIIV mean?
"Intel Inside VIIV" and "Intel VIIV" were filed as U.S. trademarks last month by the Santa Clara, California-based chip maker, known for its Pentium and Centrino brands. A square graphic, resembling an inkblot or a starfield, was also filed around the same time.
Competitive Intelligence resources:
Competitive Intelligence and the Internet: Going for the Gold
Patent and trademark knowledge offers valuable early warning for a competitor's future direction. Today, your competitors are patenting and naming the technologies, products and services they will be marketing in just a few years.
Competitive Intelligence: A Librarian's Empirical Approach (PDF)
Society of Competitive Intelligence Professionals