Long-term branding strategies
The number of high-tech companies pursuing long-term branding strategies is down sharply. Results of the study, presented at the Silicon Valley Branding Forum in Palo Alto, show that only 60 percent of the 1,100 companies surveyed have implemented long-term brand identity strategies. The study also documents a "brand divide" between small and large technology companies. While 84 percent of large tech companies have a long-term brand strategy in place, only 43 percent of small companies and 66 percent of medium-sized companies do.
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