Customer Reviews

Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology

5 star:		(2)
4 star:		(0)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

No matter which industries you're competing. Branding is one of the most important to substain your business. Nowadays, products and services become homogenous goods in the eyes of customers. Only branding can differentiate in the pool of keen competition. This book studies and analyzes how hi-tech companies can build their brands, positioning, and strategies.
The most useful part in the book is it can instruct you to build Internet Brand with ample cases illustrated.

This book is a must for those who wanna become the winner by brand building in the industry.

I work for a high-tech software company and was hoping to find something to help me with software branding. Unfortunately, this book reads like one of my term papers in college - the ones I used to write the night before the exam. If you need an overview of high-tech branding, don't waste your cash. The book is full of examples from Asian companies in the middle of the dot-com gold rush. For today's environment I would recommend timeless classics like "Crossing the Chasm" (although, granted, there is no brand talk there).

I have just finished reading this book. It thought it started off great. the first chapter had me pumped up and ready to rock! But as I got into the book more, I lost that intensity, mostly due to the very dated content of the book. It focuses on data available in 2001. In my opinion, too much has changed since then to make this a great book. It has historical value and a wider-than-average geographical appeal, but many of the examples are outdated (some of the GREAT companies used as examples, don't even exist anymore). This book needs an update badly.

A Marketer's guide to the fundamentals of branding in this digital age. This intriguing book tells us how to build brands by thinking ahead .... but on a realistic scale. A must for marketing souls.