The Role of Brands in the Marketing of Technology Products
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
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
References: 1 Arvind Rangaswamy, & Sunil Gupta, S. (1999) Innovation adoption and diffusion in the digital environment: some research opportunities https://www.smeal.psu.edu/cdt/ebrcpubs/res_papers/1999_02.pdf 2 Matt Heig, 2008, Brand Royalty: How the World 's Top 100 Brands Thrive and Survive 3 Philip Kotler & Kevin Lane Keller, Marketing Management, 13th edition, Pearson International edition, chapter 9