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What High-Tech Managers Need to Know About Brands | [Scott Ward, Larry Light, Jonathan Goldstine]
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What High-Tech Managers Need to Know About Brands

  • by Scott Ward , Larry Light , Jonathan Goldstine

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  • LENGTH
    37 mins
  • RELEASE DATE
    07-01-99
  • AUDIO FORMATS
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Publisher's Summary

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. Branding experts Scott Ward, Larry Light, and Jonathan Goldstine discuss the rewards of brand management. This article, which originally appeared in the July-August 1999 Harvard Business Review, is offered in audio form exclusively through Audible.

Want to sharpen your leadership skills with previous editions of the Harvard Management Update? You can find past issues from 1997 to the present by clicking on matching edition under periodicals.

©1999 by the President and Fellows of Harvard College, All Rights Reserved; (P)1999 Audible Inc.

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