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Consumer Electronics Show to Embrace Branding, For A Change

  • Ad Age, Wednesday, December 28, 2005 2 PM
In the world of consumer electronics, marketers know that engineering and technology reign supreme and marketing usually takes a supporting role. But at next week's Consumer Electronics Show in Las Vegas, the concept of branding products through marketing campaigns is moving closer to center stage. Part of the reason is that new products--such as the Apple iPod--have enjoyed huge successes through marketing efforts and other, more established brands like Sony want to employ marketing tactics to reassert themselves. "There's been a shifting of brands in the consumer-electronics space, along with a devaluation of traditional brands, and all of a sudden marketing is a hot topic again," said Michael Gartenberg, an analyst at JupiterResearch. As a result, this year's show will include sessions on branded entertainment and high-tech marketing alongside the more technology-oriented panels.

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