Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology

By Paul Temporal, K. C. Lee, K.C. Lee

Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant. This work analyzes the current and future state of branding in the technology sector. It describes how to build customer loyalty on the Internet, where an alternative is only a click away, and where new competitors arrive on a regular basis. It provides international case studies of successful and not-so-successful branding initiatives.

• Format: Hardcover
• Language: English
• ISBN: 0471845965
• ISBN13: 9780471845966
• Release Date: January 2001
• Publisher: Wiley
• Length: 250 Pages
• Weight: 1.26 lbs.
• Dimensions: 0.8" x 6.3" x 9.3"

Customer Reviews

How technology affect Brand??

No matter which industries you're competing. Branding is one of the most important to substain your business. Nowadays, products and services become homogenous goods in the eyes of customers. Only branding can differentiate in the pool of keen competition. This book studies and analyzes how hi-tech companies can build their brands, positioning, and strategies.The most useful part in the book is it can instruct you to build Internet Brand with ample cases illustrated.This book is a must for those who wanna become the winner by brand building in the industry.

Hi-Tech Hi-Touch Branding

A Marketer's guide to the fundamentals of branding in this digital age. This intriguing book tells us how to build brands by thinking ahead .... but on a realistic scale. A must for marketing souls.