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An Investigation into the Impact of Branding on Growth of Tablet Computer for the UK Market - Dissertation Example

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An investigation into the impact of branding on growth of tablet computer for the UK market By Submitted to (2011) Contents Table of Figures 3 List of Tables 3 Photo Credit 3 Chapter 1: Introduction 1 1.1Introduction 1 1.2 Background 1 1.3 Research Significance 2 1.4 Purpose of study 3 1.4.1 Aim of Research 3 1.4.2 Research Objectives 3 1.5 Methodology 4 1.5 Conclusion 5 Chapter 2: Literature Review 7 2.1 Introduction 7 2.1 Concepts and definitions 8 2.1.1 Brand 8 2.2 Significance 10 2.3 How branding works 11 2.3.1 Perception 11 2.3.2 Brand perception triggers 12 2.3.3 Building strong brands 14 2.4 Branding in technology markets 15 2.4.1 The Branding Process 15 2.4.2 Peculiarities of technolo…
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An Investigation into the Impact of Branding on Growth of Tablet Computer for the UK Market
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Download file to see previous pages 10 Figure 4: Belief and perception systems in humans 12 Figure 5: Brand archetype triggers and benefits 13 Figure 6: Three dimensions of benefits in positioning technology brands 19 Figure 7: Operating systems of the current tablets in the market. 21 Figure 8: Three important markets for tablet PCs 22 List of Tables Table 1: Branding in technology markets vs. ...
1.2 Background In the information age, two things have invaded into every individual’s life – one is a mobile phone, and the other a PC. Over the decades, the need for diminishing size and increasing mobility of the personal computer; and increasing size and functionality of the mobile has given rise to the birth of Tablet PC. In other words, a tablet PC can be seen as a blend between a mobile phone and a PC that has evolved from consumers’ preference for larger and larger mobile phones and smaller and sleeker laptops. World’s first commercially available Tablet was launched by Apple computers, the iPad in April 2010. This was quickly followed by a host of companies such as the Dell Streak, Samsung Galaxy tab, Blackberry PlayBook, HP Tablet , Asus Eee Pad, Data Ltd. Tablets, JLT Mobile Computers, and Motion Computing Tablets, just to name a few. Some of these target the consumer market, while other target the professional market. The operating system played an important role in the proliferation of the tablet PC industry. Irrespective of where it is targeted, one thing is apparent that the tablet PC market has taken the technology market by surprize in terms of growth, product innovation, and marketing innovation. Could it be due to branding? It makes an interesting topic for research into this aberration. A brand, according to the American Marketing Association, is “a customer experience represented by a collection of images and ideas… Brand recognition and other reactions are created by the accumulation of experiences with the specific product or service, both directly relating to its use, and through the influence of ...Download file to see next pagesRead More
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