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Technological and Industrial Products

Introduction

Branding and the Marketing of Technological and Industrial Products, a special issue of the European Journal of Marketing edited by T. C. Melewar and Lynn L. K. Lim; Deadline 1 Nov 2007

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Date: Wed, 24 Jan 2007 17:00:50 -0000
From: "James Rand" <JRand@emeraldinsight.com>

EUROPEAN JOURNAL OF MARKETING

CALL FOR PAPERS

Special Issue on

"Branding and the Marketing of Technological and Industrial Products"

Branding was once perceived as a relatively minor importance in technological or industrial products market. The dimensions and mechanisms of marketing and branding of technological or industrial products are quite different from consumer marketing. The construct of branding is multidimensional and not by simply putting the corporate name and creating a logo on a product and disseminating that brand name to its target markets. Yet, the marketing aspects of engineering, technological, manufacturing related intensive products are still under-researched.

The trend of companies developing new products through OEM has seen branding becoming a valuable tool to add value to the products. Branding plays a broader role in technological and industrial products than services or fast moving consumer goods. High technology and industrial marketers largely differentiate their products through branding to avoid their products essentially being viewed as commodities. Hence, the objective of this special issue is to examine the role of branding in the context of ever-changing internal and external environments in the marketing development and management of technological and industrial products.

This special issue accepts empirical studies in the area of marketing of technological and industrial products, and the impact of branding has on the marketing performance and development of the products. Theoretical and conceptual papers on contemporary issues of branding surrounding the area of marketing of technological and industrial products are also welcomed. Papers are expected to have an original perspective.

Research studies, either B2B or B2C, of the following technology-intensive products and industrial products are encouraged:

Technological Products (not limited)

  • Communication/telecommunication products
  • Computing and networking systems
  • Fuzzy logic products
  • Medical/health (such as branding the new marketing development of Anti-SARS technological products)
  • Mobile device and technological products
  • Scientific instruments
  • Security surveillance system
  • Satellite and digital systems
  • Wireless and 3G/4G products (such as Bluetooth, WiFi, RFID, UMTS, WiMax)

Industrial Products (not limited)

  • Components and advance materials
  • Electronics
  • Electricals
  • Flexible manufacturing products
  • Industrial clean-room products
  • Industrial consumables
  • Machine tools
  • Mechanical materials (tools, pneumatics, hydraulics, pumps, valves, etc)
  • Pharmaceuticals
  • Semiconductor

A wide variety of topics in relation to the marketing of technological, technology-intensive or industrial products will be suitable for this special issue and might include (but is not limited to) the following:

  • Co-branding in collaborative marketing
  • Corporate branding and direct marketing
  • Brand equity and database marketing for technology-intensive products
  • Brand image and marketing
  • International brand comparisons and overseas marketing presence
  • Brand influencing international marketplace for technology products
  • Branding receptive and differences for B2B or B2C marketing
  • Brands as internal or external branding in marketing
  • Branding and launching decision of new product
  • Global branding and marketing management decisions
  • The science of branding and how it works in the marketing of these products
  • Direct marketing and the developing the science of branding
  • Industrial business brands in marketing
  • Brand involvement in marketing mix
  • Antecedents of technological and industrial brand equity in marketing
  • Evolution of generic brands in marketing technological and industrial products
  • Brand naming in marketing communication these products
  • Brand differentiation of marketing identical products
  • Brand development in the process of marketing development
  • Branding and product commoditization
  • Branding and procurement attitudes in marketing
  • Intrabrand and Interbrand in marketing
  • Branding strategy and marketing management
  • Co-branding in marketing technological and industrial products
  • Branding and marketing of 3G/4G mobile technology
  • OEM and generic brands in marketing development
  • Technology and industrial marketers’ consciousness of branding
  • Branding influence marketing distribution channels

The deadline for submission of papers is 1st November 2007. 

All papers will be subjected to double-blind peer review. Full notes for prospective contributors are available at:  

Please send manuscripts (3 hard copies) and an electronic version (in Microsoft word as an e-mail attachment) to the guest editors:

Professor T. C. Melewar               
Brunel Business School,
Brunel University,
Uxbridge, Middlesex,
West London UB8 3PH
United Kingdom
Tel: +44 (0) 1895 265859
Fax: +44 (0) 1895 269775
Email: t.c.melewar@brunel.ac.uk

Dr. Lynn L. K. Lim
Brunel Business School,
Brunel University,
Uxbridge, Middlesex,
West London UB8 3PH
United Kingdom
Tel: +44 (0) 1895 266976
Fax: +44 (0) 1895 269775
Email: lynn.lim@brunel.ac.uk

Prospective contributors with questions concerning the potential suitability of topics, Guest Editors’ expectations, or additional requirements about this special issue are invited to contact directly by email either to T.C. Melewar at t.c.melewar@brunel.ac.uk or Lynn Lim at lynn.lim@brunel.ac.uk