TechnoBrands: how to create & use "brand identity" to market, advertise & sell technology products
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Amacom
1995
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XIII, 222 S. graph. Darst. |
| ISBN: | 0814402437 |
Staff View
MARC
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| 245 | 1 | 0 | |a TechnoBrands |b how to create & use "brand identity" to market, advertise & sell technology products |c Chuck Pettis |
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| 650 | 4 | |a Innovations - Marketing | |
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| 650 | 4 | |a Technologie de pointe - Marketing | |
| 650 | 4 | |a Brand name products | |
| 650 | 4 | |a High technology |x Marketing | |
| 650 | 4 | |a Technological innovations |x Marketing | |
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| adam_text | Contents
Preface and Acknowledgments xi
Introduction 1
1 What Is a Brand and Why Is It Important? 6
Brand Defined • Using Branding to Get a Premium
Price for Oranges • The Mind Game of Branding
• Empirical Research on the Importance of Branding
• Brand Equity • Turning Fickle Customers into Your
Company s Love Slaves • Trustmarket, Don t
Demarket • Branding Is for Customers, Too • Is Brand
Building Worth the Trouble?
2 It s a Brand New Market Out There 25
Are You Boiling to Death? • A Product Is Not
Necessarily a Brand • A New Technology Marketing
Paradigm • How the IBM Brand Is Changing • Short
Term Sales Pressure versus Long Term Brand Equity
Investment • Brand Premium = Profits • Changes in
Our Society • The Demise of Product Life Cycles,
Enter Brand Life Cycles
3 Consumer Branding Is One Thing,
TechnoBranding Is Another 39
Wliqi.IeduwiBranding Takes from Consumer Branding
—p*f.motion Sells Differences between Consumer and
~~^erhnolog~y~Brand Building • The Way It s Always
Been Done Is Probably Wrong • Crossing the
TechnoChasm • Who s Best? Consumer or High Tech
Ad Agencies?
vii
viii Contents
4 The TechnoBranding Process 54
The Changing Role of Branding in High Tech • Small
Is TechnoWonderful • TechnoBranding: The Six Basic
Steps to Build a Strong TechnoBrand • Tips for Small
and Medium Sized Companies • Start Today • The
Intel Brand Campaign • How Does TechnoBranding
Get Results? • How Much Is Enough? • Adopt
TechnoBrand Management
5 The Absolute Importance of Research 81
Know the Customer • Start with What You Can Afford
• Ask Questions before Beginning • Primary
Qualitative and Quantitative Research
• TechnoBranding Qualitative Study • TechnoBranding
Quantitative Study • Ongoing Brand Tracking
6 Defining the Brand 106
The Positioning Statement • Brand Associations
• Nodal Maps * Brand Ladders • The Applied
Microsystems Frog Campaign
7 Integrating Brand Strategy and Marketing
Communications 136
Integrated Marketing Communications • Benefits of
Integrated Marketing Communications • IMC Tools
• Brand Advertising: The Good, the Bad, and the Ugly
• Packaging Sells • Public Relations and Direct
Marketing • A Model for Building Brand, One Step at
a Time • Evaluating TechnoBrand Creative • The
Emerging Revolution in Interactive Media • Using
Timing to Your Advantage • Charisma
8 Creatively Implementing TechnoBranding 165
Which Comes First, Brand or Corporate Culture?
• Institutionalizing Brand at FWB • TechnoBranding
Service Businesses • What s in a Name? • What s in a
Logo? • Company Brand versus Product • Brand
Extension • Brand Name, Research, and Extension at
Microsoft • Organizing for Brand Management
Contents ix
9 Transcreation: Global Brand Building 194
John O Toole on Global Branding • Tips for Global
Branding
10 The Bottom Line 201
What Can Be Learned from Battered Brand Headlines?
• Advertising Agency Brand Advice • The Importance
of Brand Equity • Building Brand with Investors
• Putting a Dollar Value on Your TechnoBrands
• Conclusion
Index 213
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T17:50:14Z |
| institution | BVB |
| isbn | 0814402437 |
| language | English |
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| physical | XIII, 222 S. graph. Darst. |
| publishDate | 1995 |
| publishDateSearch | 1995 |
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| publisher | Amacom |
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| spelling | Pettis, Chuck Verfasser aut TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products Chuck Pettis New York Amacom 1995 XIII, 222 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Innovations - Marketing Produits de marque Technologie de pointe - Marketing Brand name products High technology Marketing Technological innovations Marketing Spitzentechnologie (DE-588)4124236-1 gnd rswk-swf Markenartikel (DE-588)4037584-5 gnd rswk-swf Spitzentechnologie (DE-588)4124236-1 s Markenartikel (DE-588)4037584-5 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006857857&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Pettis, Chuck TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products Innovations - Marketing Produits de marque Technologie de pointe - Marketing Brand name products High technology Marketing Technological innovations Marketing Spitzentechnologie (DE-588)4124236-1 gnd Markenartikel (DE-588)4037584-5 gnd |
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| title | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products |
| title_auth | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products |
| title_exact_search | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products |
| title_full | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products Chuck Pettis |
| title_fullStr | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products Chuck Pettis |
| title_full_unstemmed | TechnoBrands how to create & use "brand identity" to market, advertise & sell technology products Chuck Pettis |
| title_short | TechnoBrands |
| title_sort | technobrands how to create use brand identity to market advertise sell technology products |
| title_sub | how to create & use "brand identity" to market, advertise & sell technology products |
| topic | Innovations - Marketing Produits de marque Technologie de pointe - Marketing Brand name products High technology Marketing Technological innovations Marketing Spitzentechnologie (DE-588)4124236-1 gnd Markenartikel (DE-588)4037584-5 gnd |
| topic_facet | Innovations - Marketing Produits de marque Technologie de pointe - Marketing Brand name products High technology Marketing Technological innovations Marketing Spitzentechnologie Markenartikel |
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