Hi-Tech Hi-Touch Branding: Creating Brand Power in the Age of Technology - Rilegato

Temporal, Paul; Lee, K. C.

Rilegato

ISBN 10: 0471845965 ISBN 13: 9780471845966

Casa editrice: John Wiley & Sons Inc, 2000

Riassunto

A new guide to hi-tech marketing introduces well-established strategies and techniques for market branding designed to work in the technology and information sectors of the economy.

Su questo libro

Informazioni sull?autore

Dr Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach resulting in record year on year profit increases for many clients. He is also the author of three best-selling branding books, Corporate Charisma, Strategic Positioning and Branding in Asia, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore. He can be contacted by email at: Ptemporal@brandingasia.com. Lee Kwok Cheong (KC) is CEO of National Computer Systems Pte Ltd (NCS), a leading IT services provider and e-business enabler in the Asia Pacific region. Based in Singapore, he has played major roles in national IT initiatives, in the profession and in the industry. He was recognized as IT Person of the Year 2000 by the Singapore Computer Society. KC has served on numerous Boards and Committees, and is an Adjunct Associate Professor at the Business School of Nanyang Technological University. He received his education at MIT, University of California, Berkeley and Stanford University.

Dalla quarta di copertina

"There's branding and there's high-tech branding and the differences are enormous. The authors do a great job in isolating the many important principles of branding in an increasingly high-technology world." Al Ries Chairman, Ries & Ries Co-author, The 11 Immutable Laws of Internet Branding "The internet and e-commerce have inspired phenomenal changes in the business world, but at least one thing has remained constant: the importance of building a strong brand." Ed Zander President, Sun Microsystems, Inc. "Building a strong consumer brand has always been a monumental task. But, never more so than today, with the explosion of technology, innovation and communication. Paul Temporal has taken a pragmatic and credible approach to suggesting how this effort can be tackled, through his reiteration of basic branding principles, to his reliving case studies of companies which point the way forward. Along the way, he reminds us that branding is all about building a long-lasting and meaningful relationship with consumers." Aaron Boey Vice-President, Marketing Philips Consumer Electronics, Asia-Pacific & Middle-East "Paul Temporal and KC Lee offer us a book full of thought-provoking views and case studies relevant to Internet-Age companies. Insightful and informative, this book challenges you to think through every element of your online branding and customer experience. It is a useful read for any executive who is in charge of brand strategy development and management." Jay Sibel Vice-President, Communications and High Technology Practice A.T. Kearney "In the hi-tech age, building and sustaining great brands are even more critical than ever. The strength of the brand is the only differentiator in a world of connected and knowledgeable customers." Steve Ballmer President, Microsoft

Dal risvolto di copertina interno

Hi-Tech Hi-Touch Branding Whatever business you're in, branding is of paramount importance. The increasing application of technology in all aspects of business has made the world of branding more complex than ever before. From banking to biotech, cosmetics to cars, home theatres to health foods, developing a good brand strategy is no longer an option, it's a must. Hi-Tech Hi-Touch Branding outlines steps that every technology-based business must take to develop a brand strategy that not only presents growth opportunities but also fulfills the needs of consumers. It also offers concrete tools for companies to create a successful brand strategy on the Internet. The authors illustrate their techniques with case studies of top global companies with successful brands such as:
* Nokia
* Philips
* Dell
* Hewlett-Packard
* Virgin
* Amazon.com
* etrade.com
This engaging and practical book provides valuable guidelines on how to develop hi-tech corporate marketing and business strategies that give consumers great brand experiences. It is indispensable for companies extending their brand efforts on the Internet and for web entrepreneurs who are looking to create Internet brands.

Dettagli dell?edizione

• Editore: John Wiley & Sons Inc
• Data di pubblicazione: 2000
• Lingua: Inglese
• ISBN 10: 0471845965
• ISBN 13: 9780471845966
• Rilegatura: Copertina rigida
• Numero di pagine: 219
• Contatto del produttore: non disponibile