Overview
As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Now it is time for more industrial companies to start using branding in a sophisticated way. But industrial companies must understand that branding goes far beyond building names for a set of offerings.
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.
- | Author: Philip Kotler, Waldemar Pfoertsch
- | Publisher: Springer-Verlag Berlin and Heidelberg GmbH & Co. KG
- | Publication Date: Aug 17, 2006
- | Number of Pages:
- | Language:
- | Binding: Hardback
- | ISBN-13: 9783540253600
- | ISBN-10: 3540253602