An investigation into the impact of branding on growth of tablet computer for the UK market - Literature review Example

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An investigation into the impact of branding on growth of tablet computer for the UK market

6 Figure 4: Belief and perception systems in humans 8 Figure 5: Brand archetype triggers and benefits 9 Figure 6: Three dimensions of benefits in positioning technology brands 15 Figure 7: Operating systems of the current tablets in the market. 17 Figure 8: Three important markets for tablet PCs 18 List of Tables Table 1: Branding in technology markets vs. consumer packaged goods markets 13 Table 2: Tablets currently in the market 15 Photo Credit Cover page: http://eastprovidencehighschool.com/townie/wp-content/uploads/2011/03/e3295c9frs_fK1KW_54.jpg Onion in page 8: http://mocoloco.com/art/upload/2007/12/purple_onion/chumley_onion.jpg Chapter 2: Literature Review 2.1 Introduction This chapter delineates the review of literatures undertaken to answer the research question “what is the impact of branding on growth of tablet computers for the UK market?” Beginning with concepts and definitions of branding, it goes on to review the significance and impacts of branding and how branding enables the buying process. ...Show more

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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 2 List of Tables 2 Photo Credit 2 Chapter 2: Literature Review 3 2.1 Introduction 3 2.1 Concepts and definitions 4 2.1.1 Brand 4 2.2 Significance 6 2.3 How branding works 7 2.3.1 Perception 7 2.3.2 Brand perception triggers 8 2.3.3 Building strong brands 10 2.4 Branding in technology markets 11 2.4.1 The Branding Process 11 2.4.2 Peculiarities of technology markets 11 2.6…
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