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Hi-tech hi-touch branding : creating brand power in the age of technology / Paul Temporal and K.C. Lee.

Hi-tech hi-touch branding : creating brand power in the age of technology / Paul Temporal and K.C. Lee.
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Shelf Location Collection Volume Ref. Branch Status Due Date
658.827 TEM
 Adult Non Fiction   Bankstown . . Available .  
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ISBN 0471845965 (cloth : alk. paper)
Name Temporal, Paul
Title Hi-tech hi-touch branding : creating brand power in the age of technology / Paul Temporal and K.C. Lee.
Published Singapore ; New York : Wiley, c2001.
Description x, 219 p. : ill. ; 24 cm.
Notes Includes index.
Contents Ch. 1. The Technology Century -- Ch. 2. Introduction to Branding -- Shanghai GM: Building and launching a brand in a new market -- Ch. 3. Branding and Technology -- Nokia: Building a powerful technology brand -- Philips: Strengthening a global brand -- Ch. 4. Positioning Strategies for Technology Companies and Products -- Hewlett-Packard: Repositioning an old brand -- Agilent Technologies: Positioning a new brand -- Ch. 5. Hi-Tech Hi-Touch Branding Techniques -- Tesco: The brand experience is everything -- Ch. 6. Branding on the Web -- Amazon.com: Extending the brand through strategic alliances -- Jaguar: Great corporate branding on the Web -- Virgin: Excellent brand proposition -- Harley-Davidson: Effective dispositional branding -- Michelin: Comprehensive branding -- Dell: Functional branding -- Ch. 7. The Importance of Branding to Hi-Tech Service Companies -- Merrill Lynch: Making radical changes to a staid corporate brand image.
Ch. 8. Future Hi-Tech Branding Perspectives -- Brand Valuation: A global telecommunications company.
Subjects Branding (Marketing)
Brand name products -- Marketing
Electronic commerce
Other Names Lee, K. C.
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