TechnoBrands : how to create & use "brand identity" to market, advertise & sell technology products / Chuck Pettis.

By: Pettis, Chuck, 1948-Material type: TextTextPublication details: Delhi : Amacom , 2004cDescription: xiii, 222 p.: illSubject(s): High technology -- Marketing | Technological innovations -- Marketing | Brand name productsGenre/Form: Electronic books.Additional physical formats: Print version:: TechnoBrandsDDC classification: 658.8 Online resources: Full text available from eBooks on EBSCOhost
Contents:
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.
Summary: 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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Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Books Books Namal Library
Management
658.8 PET-T 2004 11617 (Browse shelf (Opens below)) 1 Available 0011617
Books Books Namal Library
Management
658.8 PET-T 2004 11616 (Browse shelf (Opens below)) 2 Available 0011616
Total holds: 0

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.

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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