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

by Chuck Pettis (Author)
Key Phrases: brand ladders, nodal map, brand associations, Applied Microsystems, Creatively Implementing, United States (more...)

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.

Product Description
One of the primary creators of "techno-branding," Pettis now shows marketers of technology products how to apply brand-building strategies to their own unique needs. This guide shows how to master all the steps and techniques of this marketing tool, use branding to increase a product's perceived value and win customer loyalty, understand the differences between consumer and technology branding, and "transcreate" brands for international success.

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Product Details

• Hardcover: 208 pages
• Publisher: AMACOM (November 26, 1994)
• Language: English
• ISBN-10: 0814402437
• ISBN-13: 978-0814402436
• Product Dimensions: 9.5 x 6.2 x 1.2 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 3.5 out of 5 stars See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #2,758,353 in Books (See Bestsellers in Books)

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

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

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

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.