A Challenge for the High-Tech Manager with Aspect Brand Management

The authors point out the error in this thinking by pointing out that the real acquire of high tech equipment (ranging from software program to hardware) is based on the consumer's reaction to a company's name and reputation, leading towards the assumption how the item will deliver what it promises.

Throughout the entire article, the authors are always nudging the reader into accepting the new trend in tech brand management, one that involves an entire company focus.

The article was chosen for 3 main reasons. First was the assumption that if it appeared during the Harvard Organization Review, there needs to be anything valid in it. (That is "brand promising" of the new order, I suppose, mainly because I am functioning on certain conceptions of what the Harvard Company Review "stands for" or "represents" rather than what it definitely is. Second, over a purely very own level, there's a strong desire upon graduation being a single on the breed of entrepreneur known a "dot.commer" where there will probably be a business (at this issue in time, the selling of software) more than the Internet. And because the net is really a advertising media that relies on the selling of products and solutions that promise performance, it is critical being aware with the idea of "promise-centric" management.

Third, it always helps to see abstract concepts for instance "price" and "performance" employed in real life situations, using products with which we are all familiar.


Biehal & Sheinin (1998) thing out that 1 from the major challenges facing brand advertising and marketing today is to "enhance brand knowledge and maximize brand performance inside a promotion environment largely outside their control" (Biehal & Sheinin, 1998, 99).

r instance, when on article 87, the authors mention that "Many hard-nosed MBA students purchase a pretty high-priced Hewlett-Packard calculator rather than a less-expensive brand that performs just as well to signal their proficiency with technology" that case has the powerful ring of simple fact which is conducive to agreement.

However, as high-tech organizations started out expanding their technical brand lines via internal growth, acquisition, and consistent R & D, the old focus on gaining marketplace share and keeping every brand's management team efficient and competitive with a goal of each particular brand and/or category profitability started out to fade.

What Is Most Valuable to Me About this Article

This article caused new concepts to enter my considering concerning my very own future businesses. Prior to I read this, I had the vision of "software company" that may be so vague now as being laughable. Getting been deluded by years of hearing slogans including "build a much better mousetrap as well as the globe will beat a path for ones door," I realized after reading this article that "building the better mousetrap" is only a modest component of the secret to product or service success.

It appears that this technological age how the authors are discussing takes us back firmly in time after faith was as essential as knowledge.

Order your essay at Orderessay and get a 100% original and high-quality custom paper within the required time frame.