Strategy and Management of Industrial Brands: Business to Business - Products & Services

ISBN-13: 9780792379706 / Angielski / Twarda / 2001 / 398 str.

Philippe Malaval

Opis

Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand printability, visibility, and purchaseability. Five major brand categories are dealt with in separate chapters: entering goods brands; intermediary equipment goods brands; equipment goods brands; business-to-business service brands; and industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands?