search query: @author Ward, S. / total: 19
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| Author: | Ward, S. Light, L. Goldstine, J. |
| Title: | What high-tech managers need to know about brands |
| Journal: | Harvard Business Review
1999 : JUL/AUG, VOL. 77:4, p. 85-95 |
| Index terms: | High technology Electronics industry Strategic management Brands USA |
| Freeterms: | Brand equity Brand image |
| Language: | eng |
| Abstract: | Brands are not just names slapped on products by the marketing department, they embody the value those products have for your customers. That may be more true for high-tech products than it is for soap. |
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