The Role of Brands in the Marketing of Technology Products

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Abstract
This paper aims to explain the strategic importance of branding in the technology industry and the significant role branding plays in creating brand identity & individuality. We will mention some major market factors that make technology companies invest in branding more than anytime before. We will also discuss how branding is essential for technology companies to differentiate their products from other companies that produce similar ones and also the role of branding in protecting the brands from piracy and steeling through out official and registered trademarks. The paper will also discuss the brand positioning strategy and how it gives a unique identity for brands and also how branding can change the customer negative perception about products and services.

Introduction
As time is passing by, the world is witnessing the fact that technology has broken all the limits, and it continues to do that. Because of this technology advancement, we are aided with many technological gajets like MP3 players, GPSs, iPods, iPads, PDAs and many more gajets that are very useful and also fun to use. The technological advancement have opened new markets in the world, no one knew what an MP3 player was in 1996. Technology products have rained over the world markets, we see thousands of brands of a single product, for instance mobile phone or an MP3 player, and there are almost hundred to two hundred brands of MP3 players in the market. The problem is to buy which brand. Technology products have started brand war in the market and the market has become very competitive in the past ten years. The role of brand in the technological products is a big one and now brand has become more important than the product itself 1.

Overview
Branding is not a new topic, since many years, it has become one of the most discussed subjects amongst marketing managers and businesses’ owners in both local and global firms. But, technology companies have realized the importance of branding not so early, however, they have in a short period of time succeeded to create strong brands in the market.

Branding as a concept has many definitions but all agree on the fact that branding is all about creating positive preference for a product aiming to generate more sales with less effort. Branding can also create a type of emotional links between customers and products to make customers trust the product, feel and believe that it fits with their desires and expectations.

Competition
Technology products face a difficult market because there is a lot of competition in the marketplace. There are thousands of similar products, therefore, the brand name matters a lot in such cluttered market. One would always go for an Hp printer even if he has other cheaper and more effective alternatives. Normally, customers don’t buy a product of which they haven’t heard of.

There is a war of brands in the market, if for instance we take the example of mobile phones there are many great brands in the market, Nokia, Sony Ericsson, Samsung, Motorola and Apple are the market leaders and fierce competitors, even though there are many other mobile phone brands but people don’t buy them. Why is that? Because as we mentioned earlier, people don’t buy what they haven’t heard or seen any advertisement.

Competition therefore is one of the major factors that made technology companies seriously adopt strong branding strategies in order to stay alive and to keep their businesses up and running.

Piracy
This tough competition was enough reason for technology companies to invest more in building up brand names for their products in order to protect their products and services from piracy and steeling. Intel is a good example of this, and the reason why Intel has become a consumer brand was partly a result of legal issues. In the late 1980s the courts had ruled that its microprocessors, given numbers such as the 386 and 486, were not trademark protected. That meant that...
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