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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