Branding Strategy

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Branding strategy and consumer high-technology product
Danilo Hamann
Polygraphic Department, University of Applied Science, Leipzig, Germany

Robert L. Williams Jr
Villa Julie College, Stevenson, Maryland, USA, and

Maktoba Omar
Napier University Business School, Edinburgh, UK
Abstract Purpose – The paper aims to propose a model to investigate the relationships between price, use, quality, and culture regarding the adoption of hightechnology branding strategy. Design/methodology/approach – Based on the identified areas of influence – price, use, quality and culture – a questionnaire was designed and randomly sent out to 70 respondents via e-mail. At the same time, those respondents were asked to pass on the e-mail, resulting in a total number of 94 people from 21 different countries responding to the request. The findings were evaluated and analysed by using the computer-aided data analysis programme SPSS. Findings – The study concluded that people purchase high technology products primarily for prestige (usage) rather than to satisfy particular needs, and perception of change (culture) affected the adoption process of high-technology. Research limitations/implications – Because of the focus of this survey to discover the incentives behind the adaptation process, the possibilities of using the findings for more general purposes were narrowed down. In addition, the small amount of already existing knowledge in this area made the collection and the evaluation of data very difficult, which again influenced the way the research was designed. Practical implications – In a globally competitive business environment the value of a strong brand in high-technology marketplace is well documented. The difficulty in maintaining a basis for differentiation, and heightened consumer price consciousness reveals the necessity to understand consumer evaluation and purchase decision processes. Therefore, this study discovered and revealed the reasons behind individual buying decisions of high-technology products. Originality/value – To the best of the authors’ knowledge, no previous research has been done on this particular area, which makes the outcome of this survey very valuable. Furthermore, the practical implications of the findings show a high relevance regarding the design of present-day business strategies while providing suggestions of improvement. Keywords Brands, Perception, Consumer behaviour, Product image Paper type Research paper

An executive summary for managers and executive readers can be found at the end of this article.

1. Introduction
Branding of high-technology products has evolved along with the development of mass production and mass marketing. However, particularly in recent years, a remarkable infusion of technologies into businesses, schools, and even homes has changed the way life is constructed (Temporal and Lee, 2000). New technology has become included in every single channel of people’s lives, resulting in a technology culture (Winkler, 1999). The pervasive impact of technology has had an affect on almost everything and everyone in every field of endeavour, whether The current issue and full text archive of this journal is available at

people like it or not. In terms of businesses, this development called for strong brands, which win people’s trust while offering ideal solutions to their consumers. As a matter of fact, most companies founded in the past, e.g. Ivory or Coca Cola, managed to establish their strong brand in the consumer’s mind and became one of the market leaders in their own market segment. Brands in the high-technology segment follow the same rule, whereas with the increase of companies competing within each segment, the image of a strong brand has always provided something that could not be copied easily (Keller, 2003). As a result, names like Hewlett Packard, Sony, Toshiba, IBM, or Apple are well known and the products of those companies have...
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