Strategy and Management of Industrial Brands
By:Philippe Malaval
Published on 2003-12-31 by Springer Science & Business Media
Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. 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? An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.
This Book was ranked at 25 by Google Books for keyword working with microprocessors.
Book ID of Strategy and Management of Industrial Brands's Books is f4i0mNXJMhMC, Book which was written byPhilippe Malavalhave ETAG "rUdCCFDS8nU"
Book which was published by Springer Science & Business Media since 2003-12-31 have ISBNs, ISBN 13 Code is 9781402077531 and ISBN 10 Code is 140207753X
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Book which have "398 Pages" is Printed at BOOK under CategoryBusiness and Economics
This Book was rated by 1 Raters and have average rate at "3.0"
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