There are currently negative and controversial perceptions around nanotechnology, and therefore any manufacturer that utilises nanotechnology to produce or enhance their products need to embrace branding in order to gain consumer acceptance and to ensure the future success of their product. 

According to an article published in Nanotechnology Now, ‘Just like the Intel Inside® Program succeeded in educating consumers about the value of Intel microprocessors without technical jargon nanotech products need to emulate the “Intel Inside” branding model in order to raise awareness and educate consumers.  “Only a small percentage of the population currently understands what nanotechnology is and what it is not” and as such an industry-wide marketing program is required to educate and inform consumers through branding and brand campaigns. Nanotechnology Now, Building the Brand for Nanotech Products, Jan 14th, 2009, Patti D. Hill.