The TechnoBrands book is still an excellent roadmap for building brands in order to gain a competitive advantage and increase the real and perceived value of your company or organization.

While written from a technology product perspective, the branding tools and techniques explained in TechnoBrands are applicable to any company or organization.

TechnoBrands presents the first published step-by-step process for building brand identity and brand equity. You will learn exactly what a brand is, why it is important, and how to research your customers' perceptions in order to define and create a new brand or extend a current brand. Over 40 executives in both small and large companies, such as Hewlett-Packard, Microsoft, Intel, and IBM explain the strategy behind their own brands.

If you want practical and non-academic answers to the questions "What will brand identity do for me?", "How do I create a brand for my company and products?", and "How do I use brand identity in advertising and public relations?" download and read TechnoBrands today.

BrandSolutions has moved the state-of-the-art in brand building quite a bit further than is explained in TechnoBrands. For example, see the sections on ArchetypalBranding and NeuroBranding on this web site.