From the Publisher
A comprehensive and strategic approach to building technology brands for competitive advantage.
From the Back Cover
Why Technology Companies Need PowerBranding
Many technology companies are beginning to appreciate the importance of strong brands. Yet the market dynamics and day-to-day demands of business tend to work against successful brand building. Brands grow and thrive with consistency, while the technology marketplace is constantly changing. To resolve this dilemma, PowerBranding offers technology brand builders the in-depth guidance and insight required to help them deal effectively with their distinct challenges.
Many technology companies are beginning to appreciate the importance of strong brands. Yet the market dynamics and day-to-day demands of business tend to work against successful brand building. Brands grow and thrive with consistency, while the technology marketplace is constantly changing. To resolve this dilemma, PowerBranding offers technology brand builders the in-depth guidance and insight required to help them deal effectively with their distinct challenges.
What Is PowerBranding?
PowerBranding is a comprehensive, strategic approach to technology branding. It covers four broad areas: brand foundation, management, strategy, and implementation. Using current examples, recent research, in-depth interviews, and brand profiles, PowerBranding provides an innovative and practical step-by-step guide for building strong, differentiated brands.
Why Read This Book?
Branding is not optional - it happens, for better or worse. The only real choice companies have is to determine what they are willing and able to do about it. With PowerBranding, you'll find the tools and techniques needed to manage and leverage brands for competitive advantage.
