Discover the proven strategies and techniques to establish powerful brands in new and virtually limitless markets
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 Manufacturers have to overcome technophobia and distrust of new products, which consumers often feel will soon be superseded or become redundant.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 Yahoo!, Acer, and more. It provides numerous international case studies of successful and not-so-successful branding initiatives. (text from the publisher)