ten guidelines for branding in highTech markets
Patrick TickleITM SoftwareKevin Lane KellerAmos Tuck School of Business andKeith Richey
The growing importance of branding in organisations of all types has led to an explosion of research and writing on the subject. As a result, many important insights and principles have emerged that can be applied to virtually every branding situation. Nevertheless, each branding application has certain unique characteristics that require special consideration and fresh thinking.
Marketers operating in technologically intensive markets face a number of unique challenges posed by an accelerated product life cycle driven by...