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To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect...

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands.

Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand...

H2H Marketing focuses on redefining the role of marketing by reorienting the mindset of decision-makers and integrating the concepts of Design Thinking, Service-Dominant Logic and Digitalization. Following the authors' successful book on H2H Marketing, this book brings foward selected case studies showcasing various aspects of the concept, its fundamental elements, and its implementation.