Introduction

Marketers in a variety of industries build and leverage their brands to develop new business lines and open new markets. A relative newcomer to the use of branding is the high tech industry. There, where innovation can erase competitive advantage in a matter of months, companies such as Hewlett-Packard, Compaq and Microsoft are all ardent practitioners of brand marketing, building and nurturing the intrinsic value of their brands through line extension. But what about the small technology companies whose product or service is intended to address a very specific market? Many of these companies do not practice brand marketing and often see branding as irrelevant to technology products and services.

Historically, branding has been part of the world of fast-moving consumer goods, dismissed as superfluous to the business-to-business markets by some industrial purists. The commercial customer

Articles, Marketing
Brand Associations, Brand Celebrity, Brand Identity, Brand Strategy, branding, Branding Acceptance, Branding Process, Building Brand Equity, Building Niche Brands