TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products [Hardcover]

Chuck Pettis (Author)

Book Description

Publication Date: November 26, 1994

The concept of branding began almost a century ago and many of today's most successful brands, such as "Kodak" and "Coca-Cola", date from this period. This book is about the growth and development of the world's most successful brands, how they started and their current position. It describes, on a brand-by-brand basis, what makes each brand a potent force and how each brand is differentiated from its rivals. Only the world's leading brands are represented here, among them "Kellogg's", "Coca Cola", "Vegimite", "Snow Brand" and "Kodak". They have been chosen by Interbrand Group plc, a leading branding consultancy, whose main criterion for selection has been the strength of the brands' identity. There is a section on international brands in which 150 leading brands are analyzed, followed by a section on national brands in which 20 leading brands from Australia, France, Italy, Japan, the UK and West Germany, and 30 from the USA are dealt with. Supplementary to this is a chapter on 20 leading brands from countries other than those listed above. The material which is presented in this volume is designed to provide the professional reader with ideas and insights on the operations of the branding business.

Editorial Reviews

Review

"Chuck Pettis has written an important book on a subject of great significance to technology companies of all types." -- Roy E. Verley, Director, Corporate Communications, Hewlett-Packard --This text refers to the Paperback edition.

About the Author

Chuck Pettis is President of BrandSolutions, Inc. (www.brand.com), a leading brand consulting and market research firm located in Bellevue, Washington. BrandSolutions clients include: Microsoft, Nokia, Hewlett-Packard, Nortel Networks, REI, Simon, Sun Microsystems, and many others, including numerous emerging companies and environmental organizations. Contact Chuck Pettis at 425-637-8777 or email: [e-mail]. --This text refers to the Paperback edition.

Product Details

• Hardcover: 208 pages
• Publisher: AMACOM; 1st Printing edition (November 26, 1994)
• Language: English
• ISBN-10: 0814402437
• ISBN-13: 978-0814402436
• Product Dimensions: 9.1 x 6.1 x 1.1 inches
• Shipping Weight: 13.6 ounces
• Average Customer Review: 3.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #3,865,629 in Books (See Top 100 in Books)

More About the Author

Discover books, learn about writers, read author blogs, and more.

Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful:

3.0 out of 5 stars Strong on branding, weak on selling technology, June 25, 2001

By 

Paul Dimodica DigitalHatch Marketing (Atlanta, GA United States) - See all my reviews

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

Mr Pettis does a fine job describing the positioning and branding needs of a high tech company. His advertising comments are somewhat dated by the current tech market space. But he misses the most important point on how to link these messages to actual sales. What we have learned in the dot com fallout is that branding is not revenue, advertising is not revenue, PR is not revenue, revenue is revenue.

3 of 3 people found the following review helpful:

5.0 out of 5 stars This book is a MUST if you market/ make high tech products., July 17, 1997

By A Customer

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

Reis & Trout's books are an excellent place to learn how to create a successful plan to market consumer products. Marketing technical products is similar, but definitely not the same. (See chapter 3.) "TechnoBrands" defines differences and provide practical advice. Chapter 6, for example, clearly explains how to crystalize your thoughts. Add your common sense and brutal honesty to precise and accurate information and you have the recipe for a successful marketing strategy.

4 of 5 people found the following review helpful:

5.0 out of 5 stars This book is the bible of technology branding!, August 26, 1998

By A Customer

This review is from: TechnoBrands: How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products (Hardcover)

After doing a multitude of research on the subject of branding specific to technology products, I found very few established research results. However, Pettis' book accurately describes the differences between technology vs. consumer branding. In addition, he describes all of the steps you'll need to rollout an effective technobranding campaign, including how to get buy in from upper management. After speaking directly with branding managers from such major technology companies as Novell, I've found that TechnoBrands echoes their sentiments. TechnoBrands is a great book, and the authority on this subject.