Abstract:
Rapidly developing technology allows for the creation of new sectors, as well as the creation of new areas of use in the sectors. The rapid development of technology leads to the emergence of high-tech products / brands and rapid development. This study aims to reveal the concept of high-tech product and brand and to create high-tech branding marketing strategy. High-tech, high-tech brands, people, image, development issues are being explained and marketing strategies of high-tech brands are being tried to be revealed. The research part of this study was carried out on the marketing strategy of a brand leading hybrid car, trying to put forward the development of the brand, the entry into the hybrid / electric car sector and the marketing strategy. The case study makes suggestions for the hybrid / electric car sector according to the findings, for the reason of rapid development of technology, decrease of resources, competition. Nevertheless, Toyota, which is within the scope of the research, positions the Prius brand, the first hybrid brand, as an environmentally friendly and high-tech brand. Toyota's target market selection, positioning and marketing mix strategies have been successful in the hybrid / electric car market.

Keywords: High technology, marketing strategy, branding, hybrid/electric car.

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