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Business faces formidable challenges in the 1990s. With these challenges will come greater requirements for relevant market information, quality offerings, increased productivity, leadership, and consumer orientation. As new technology and computers are designed to help meet the ever‐increasing information needs of society, personal, professional, and industrial consumers will search for better ways to identify the computers and related high‐tech products which will enable them to meet their individual and organizational needs. In this search, consumers will look for traditional brand name recognition of new products, user friendliness, functionability, and product positioning that meets their individual expectations. Examines the emergence of brands in the marketing of computers and related high‐tech products so as to explore the trends of developments in this vital area.