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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.
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
“As an in-depth explanation of one organisation’s brand strategy, this guide is both fascinating and full of useful insights.” — The CA magazine (UK) Ge
This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need
If you want to move products, you need to move people. And if you want to move people, you need to move minds. This is what modern B2B marketing is all about. I
This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on th