Chuck Pettis - TechnoBrands: How to Create & Use

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title	:	TechnoBrands : How to Create & Use "Brand Identity" to Market, Advertise & Sell Technology Products
author	:	Pettis, Chuck.
publisher	:	AMACOM Books
isbn10 | asin	:	0814402437
print isbn13	:	9780814402436
ebook isbn13	:	9780585039299
language	:	English
subject	High technology--Marketing, Technological innovations--Marketing, Brand name products.
publication date	:	1995
lcc	:	HC79.H53P48 1995eb
ddc	:	620/.006/8
subject	:	High technology--Marketing, Technological innovations--Marketing, Brand name products.

TechnoBrands HOW TO CREATE & USE "BRAND IDENTITY" TO MARKET, ADVERTISE & SELL TECHNOLOGY PRODUCTS Chuck Pettis New York Atlanta Boston Chicago Kansas City San Francisco Washington, D.C. Brussels Mexico City Tokyo Toronto

This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought. Library of Congress Cataloging-in-Publication Data Pettis, Chuck, 1948 TechnoBrands: how to create & use "brand identity" to market, advertise & sell technology products / Chuck Pettis. p. cm. Includes bibliographical references and index. ISBN 0-8144-0243-7 1. High technologyMarketing. 2. Technological innovationsMarketing. 3. Brand name products. I. Title. HC79.H53P48 1995 620'.006'8dc2094-31044 CIP 1995 Charles R. Pettis III. All rights reserved. Printed in the United States of America. TechnoBrands and TechnoBranding are servicemarks of Floathe Johnson Associates, Inc., Kirkland, WA. Telephone: 206-822-8400. This publication may not be reproduced, stored in a retrieval system, or transmitted in whole or in part, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of AMACOM, a division of American Management Association, 1601 Broadway, New York, NY 10019. Printing number 10 9 8 7 6 5

To my parents, who have always given me the freedom and support to think outside the lines. To my sons, who asked for something I could pass on to them.

Page vii Contents Preface and Acknowledgments xi Introduction 1 1 What Is a Brand and Why Is It Important? 6 Brand Defined Using Branding to Get a Premium Price for Oranges The Mind Game of Branding Empirical Research on the Importance of Branding Brand Equity Turning Fickle Customers into Your Company's Love Slaves Trustmarket, Don't Demarket Branding Is for Customers, Too Is Brand Building Worth the Trouble? 2 It's a Brand-New Market Out There 25 Are You Boiling to Death? A Product Is Not Necessarily a Brand A New Technology Marketing Paradigm How the IBM Brand Is Changing Short- Term Sales Pressure versus Long-Term Brand Equity Investment Brand Premium = Profits Changes in Our Society The Demise of Product Life Cycles, Enter Brand Life Cycles 3 Consumer Branding Is One Thing, TechnoBranding Is Another 39 What TechnoBranding Takes from Consumer Branding Emotion Sells Differences between Consumer and Technology Brand-Building The Way It's Always Been Done Is Probably Wrong Crossing the TechnoChasm Who's Best? Consumer or High-Tech Ad Agencies?

Page viii 4 The TechnoBranding Process

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