Hype Hurts. Financial losses and stock price depreciation were the top causes for technology brand erosion this year, but the level of industry "hype" came in a close third,
according to the 2001 Bruised and Battered Brands Survey. The survey, which includes responses from more than 600 marketing communications execs at technology companies, finds
that although the exaggerated claims behind the industry were a big part of what hurt most brands, public relations is still the best way to build demand for them in a tight
economy (PRN, Dec. 17). Other findings: