Besides the synergies and economies of scale that corporate branding offers, playing up the corporate brand is an effective strategy in markets that are very dynamic and in which products may become quickly outdated. If a product line changes or is superseded, most of the subbranding effort and investment will have been wasted. In technology-dependent markets processor speeds, coverage, data storage capacity and the like are subject to constant change and evolution and allying a brand too closely to a particular technology can backfire in the long run