Exploratory Study on the technology brand marketing strategy

기술브랜드 마케팅 전략에 대한 탐색적 연구

  • Lee, Mi-Sun (Department of Venture Management, Graduate School of Venture, Hoseo University) ;
  • Yang, Dong-Woo (Department of Venture Management, Graduate School of Venture, Hoseo University)
  • 이미선 (호서대학교 벤처대학원 벤처경영학과) ;
  • 양동우 (호서대학교 벤처대학원 벤처경영학과)
  • Received : 2016.06.08
  • Accepted : 2016.07.07
  • Published : 2016.07.31


The concept of license sales and its business model, which was introduced by Dolby 40 years ago, was implemented by Intel in the form of their promotional strategy "Intel Inside" and became the basis for Sharp's Plasmacluster. This strategy proved to be useful in securing stable profitability and competitiveness in the market, as it is designed to (i) license technology, which is an intangible asset, and (ii) combine various communication activities and management strategies to create a brand for the licensed technology. Although the concept and theory of "Technology Brand Marketing" are not fully understood, we know that they exist and are fully functional. Many corporations have branded their technology, though their intention may not be as clear as that of Dolby or Intel. This paper introduces the technology brands of advanced Japanese corporations in different sectors that have striven to earn credibility through "Technology Brand Marketing" and the possibilities this has opened up for them.


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