1. IIMB-
  2. Faculty Publications
  3. Working Papers
  4. 2004
Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/123456789/503
DC FieldValueLanguage
dc.contributor.authorBera, Adrishen_US
dc.contributor.authorMoorthi, Y L Ren_US
dc.date.accessioned2012-07-26T11:27:29Z-
dc.date.accessioned2016-01-01T07:15:40Z-
dc.date.accessioned2019-05-27T08:37:17Z-
dc.date.available2012-07-26T11:27:29Z-
dc.date.available2016-01-01T07:15:40Z-
dc.date.available2019-05-27T08:37:17Z-
dc.date.copyright2004en_US
dc.date.issued2004-
dc.identifier.otherWP_IIMB_219-
dc.identifier.urihttp://repository.iimb.ac.in/handle/123456789/503-
dc.description.abstractIn 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).-
dc.language.isoenen_US
dc.publisherIndian Institute of Management Bangalore-
dc.relation.ispartofseriesIIMB Working Paper-219-
dc.subjectTechnology marketing-
dc.subjectBranding philosophy-
dc.subjectBranding technology products-
dc.subjectCorporate branding-
dc.titleA framework for branding technology offerings and technology companiesen_US
dc.typeWorking Paper-
dc.pages25p.-
dc.identifier.accessionE19157-
Appears in Collections:2004
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