TY  - BOOK
AU  - Pettis,Chuck
TI  - TechnoBrands: how to create & use "brand identity" to market, advertise & sell technology products 
U1  - 658.8 22
PY  - 2004///c
CY  - Delhi
PB  - Amacom
KW  - High technology
KW  - Marketing
KW  - Technological innovations
KW  - Brand name products
KW  - Electronic books
N1  - Description based on print version record; Includes bibliographical references and index; 	Part 1 Introduction: what is a brand; what distinguishes a successful brand from an unsuccessful one; principles of brand evaluation; regional variations in branding practices; global branding issues. Part 2 Internatonal brands: analysis of what makes a successful international brand; appraisal of the top 150 international brands arranges by product category. Part 3 National brands: Australia; France; Italy; Japan; UK; USA; West Germany; the rest of the world
N2  - In TechnoBrands, Chuck Pettis introduces "TechnoBranding," a highly successful, systematic process his advertising agency has created for building brands for technology-based products and companies. He explains exactly what a brand is and how to use it. You'll learn how branding your product can dramatically increase its perceived value. You'll understand why appeal to the buyer's emotion is critical - even if you're selling hard drives or semiconductors. You'll know where you can apply the same principles used in consumer branding, and where technology branding is different. And you'll get ideas for how to apply branding even if you're on a small budget
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ER  -