B2B Brand Management

Features

• Cover Type: Hard Cover with 357 pages
• Published by: Springer
• Edition: 1st Edition September 1, 2006
• Written in: English
• ISBN 10 Number: 3540253602
• ISBN 13 Number: 978-3540253600
• Book Dimensions: 9.4 x 6.1 x 1 inches
• Weighs: 1.5 pounds

Product Review


From the reviews:

"Just received my copy of B2B Brand Management - what a gorgeous piece of work! Thank you for this advancement to our practice! (Ralph A. Oliva, Executive Director, Institute for the Study of Business Markets Professor of Marketing, Smeal College of Business, Penn State University)

"Proliferation of similar products, increasing complexity of customer requirements (moving from stand-alone products to solutions), and high price pressures will force b2b marketers to focus on brand building. If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for." (TMCnet, October 2006)

"When it comes to marketing, there is no name bigger than Phillip Kotler. In this book, co-authored with Professor Waldemar Pfoertsch, Kotler makes a case for brand management in business-to-business (b2b) marketing as well. The core proposition in the book is that in the new globalized world being known rather than being one of many is the need of the hour. How does branding help in overcoming challenges? The authors offer a huge list-it helps with differentiation ." (Business Today, October, 2006)

Product Description


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 that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance.

Thus branding is the road that a company must travel to define what it wants to be great at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.

Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

Reader Reviews
A valuable read for B2B marketers looking to create the same valuable brand loyalty enjoyed by consumer brands. Comment | | (Report this)