Many managers believe it's offering products with the best performance at the lowest price.
Yet most would also acknowledge that price and performance are just the ante to get into the game, that they don't make the difference between a successful high-tech venture and an unsuccessful one. One factor that can make the difference, the authors argue, is brand management. The problem is, most high-tech managers think of branding only as an advertising campaign or a slogan. The Gateway Computer brand, for example, is a promise of friendly service that's backed by efficient help lines and effective order and service fulfillment. Building a powerful brand requires fives steps.