Please use this identifier to cite or link to this item:
https://repository.iimb.ac.in/handle/123456789/503
Title: | A framework for branding technology offerings and technology companies | Authors: | Bera, Adrish Moorthi, Y L R |
Keywords: | Technology marketing;Branding philosophy;Branding technology products;Corporate branding | Issue Date: | 2004 | Publisher: | Indian Institute of Management Bangalore | Series/Report no.: | IIMB Working Paper-219 | Abstract: | In the past, technology companies were less concerned about branding than consumer product companies. However, with commodification of technology, more and more hi-tech companies are seeing branding as a means to emotionally connect with customers. This paper offers an integrated approach to technology branding through applying the principles of branding to the specific concerns of the technology domain (addressing technology companies and their products simultaneously). | URI: | http://repository.iimb.ac.in/handle/123456789/503 |
Appears in Collections: | 2004 |
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File | Description | Size | Format | |
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WP.IIMB.219.pdf | 555.01 kB | Adobe PDF | View/Open |
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