IN THIS SUMMARY
Growing and maintaining market share comes from having customers who remain loyal to a product because they associate the brand with quality and reliability. On of the most persuasive arguments for brand is customer retention. TechnoBrands introduces the trademarked TechnoBranding process as one of many models for systematic brand development. The premise is the revelation that technology products need brand names and the process of branding these products is different from the process involved in consumer branding. In today’s technology markets, the battle for the customer’s attention is on an unprecedented scale. The author provocatively illustrates leading technology marketers as Hewlett-Packard, Microsoft, IBM, Intel, Apple, etc. and how they dominate markets.