Ten guidelines for branding in high-tech markets

Argues that companies operating in high-tech markets have as much need of good branding as any other consumer goods firm, although some adaptation may be needed.

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...