Hi-Tech Branding
Creating Brand Power in the Age of Technology
Résumé
Branding technology products is different from branding other types of consumer products. Manufacturers have to overcome technophobia and distrust of new products, which consumers often feel will soon be superseded or become redundant. This book 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 new competitors arrive on a regular basis. The first book to cover this exciting new area of branding, this fascinating volume details high-tech and Internet branding such as Amazon.com, Yahoo!, Acer, and more. It provides numerous international case studies of successful and not-so-successful branding initiatives.
Contents
- The Technology Century.
- Introduction to Branding.
- Branding and Technology.
- The Positioning Strategies for Technology Companies and
Products.
- Hi-Tech, Hi-Touch Branding Techniques.
- The Importance of Branding to Hi-Tech Service
Companies.
- Branding on the Web.
- Future Hi-Tech Branding Perspectives.
- Index.
L'auteur - Paul Temporal
Paul Temporal (Singapore) works at Marketing Initiatives.
L'auteur - K. C. Lee
Kwok Cheong Lee (Singapore) works at National Computer Systems.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Paul Temporal, K. C. Lee |
| Parution | 15/10/2000 |
| Nb. de pages | 250 |
| Format | 16 x 23,5 |
| Couverture | Relié |
| Poids | 550g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471845966 |
Avantages Eyrolles.com
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