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 Manufacturers have to overcome technophobia and a distrust of new products, which consumers often feel will soon be superseded or become redundant.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.
- ISBN10 0471845965
- ISBN13 9780471845966
- Publish Date 18 December 2000
- Publish Status Out of Print
- Out of Print 18 January 2011
- Publish Country SG
- Imprint John Wiley & Sons (Asia) Pte Ltd
- Format Hardcover
- Pages 222
- Language English