Document Type

Working Paper

Abstract

In the past, technology companies were less concerned about branding than consumer product companies. However, with commodification of technology, more and more hi-tech companies are seeing branding as a means to emotionally connect with customers. This paper offers an integrated approach to technology branding through applying the principles of branding to the specific concerns of the technology domain (addressing technology companies and their products simultaneously).

Publication Date

1-4-2004

Publisher

Indian Institute of Management Bangalore

Relation

IIMB Working Paper-219

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