Skip to main content
SpringerLink
Log in

B2B Branding Dimensions

  • Chapter
B2B Brand Management

  • 6627 Accesses

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 44.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 59.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 59.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Notes

  1. James C. Anderson and James A. Narus, Business Market Management: Understanding, Creating, and Delivering Value, p. xiii.

    Google Scholar 

  2. Leslie de Chernatony, Malcolm H.B. McDonald, Creating Powerful Brands in Consumer Service and Industrial Markets, 1998.

    Google Scholar 

  3. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, pp. 40–41.

    Google Scholar 

  4. Paul Hague, Branding in Business to Business Markets, White Paper, B2B International Ltd.

    Google Scholar 

  5. Scott Bedbury, A New Brand World, 2002, p. 10.

    Google Scholar 

  6. Martin Roll, “Understanding the Purpose of a Corporate Branding Strategy,” brandchannel.com (15 August 2005).

    Google Scholar 

  7. Paul Hague, Branding in Business to Business Markets, White Paper, B2B International Ltd.

    Google Scholar 

  8. James C. Anderson and James A. Narus, Business Market Management: Understanding, Creating, and Delivering Value, p. 136.

    Google Scholar 

  9. Duane E. Knapp, The Brand Mindset, 2000, p. 3.

    Google Scholar 

  10. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, p. 17.

    Google Scholar 

  11. Duane E. Knapp, The Brand Mindset, 2000, pp. 14–15; David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, p. 17.

    Google Scholar 

  12. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, p. 284.

    Google Scholar 

  13. Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing Communications, 1993.

    Google Scholar 

  14. Kevin Roberts, Lovemarks, 2004, p. 61.

    Google Scholar 

  15. Kevin L. Keller, Strategic Brand Management, 2003, p. 522.

    Google Scholar 

  16. James C. Anderson and James A. Narus, Business Market Management: Understanding, Creating, and Delivering Value, p. 136.

    Google Scholar 

  17. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000.

    Google Scholar 

  18. Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte — Methoden — Fallbeispiele, 2005, pp. 109–115.

    Google Scholar 

  19. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, pp. 103, 127.

    Google Scholar 

  20. Adapted from Backhaus, Industrieguetermarketing, p. 389 and Becker, Typen von Markenstrategien, p. 494.

    Google Scholar 

  21. Klaus Backhaus, Industrieguetermarketing, 2003, pp. 414–415.

    Google Scholar 

  22. Franz-Rudolf Esch, Torsten Tomczak, Joachim Kernstock and Tobias Langner, Corporate Brand Management, 2004, p. 8.

    Google Scholar 

  23. Martin Roll, “Understanding the Purpose of a Corporate Branding Strategy,” brandchannel.com (15 August 2005).

    Google Scholar 

  24. Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte — Methoden — Fallbeispiele, 2005, pp. 112–113.

    Google Scholar 

  25. Dan Morrison, “The Six Biggest Pitfalls in B-to-B Branding,” Business2Business Marketer (July/August, 2001), p. 1.

    Google Scholar 

  26. James C. Anderson and James A. Narus, Business Market Management: Understanding, Creating, and Delivering Value, p. 136.

    Google Scholar 

  27. Charles W.L. Hill, International Business, 2003, pp. 422–425; Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagemen, 2005, pp. 117–120.

    Google Scholar 

  28. Adapted from Backhaus, Industrieguetermarketing, p. 419.

    Google Scholar 

  29. Kevin L. Keller, Strategic Brand Management, 2003, p. 282; Alina Wheeler, Designing Brand Identity, 2003, pp. 40–41; Duane E. Knapp, The Brand Mindset, 2000, pp. 108–109.

    Google Scholar 

  30. Paul Hague and Peter Jackson, The Power of Industrial Brands, 1994.

    Google Scholar 

  31. John M.T. Balmer and Stephen A. Greyser, “Managing the Multiple Identities of the Corporation,” California Management Review (Vol. 44 No. 3, 2002), pp. 72–86.

    Google Scholar 

  32. David A. Aaker, Building Strong Brands, 1996.

    Google Scholar 

  33. Alina Wheeler, Designing Brand Identity, 2003, p. 41; Anne, B. Thompson, “Brand Positioning and Brand Creation,” in: Brands and Branding, Rita Clifton and John Simmons (eds), 2003, pp. 90–91.

    Google Scholar 

  34. Gerald Erichsen, “The Chevy Nova That Didn’t Go,” about.com (2005).

    Google Scholar 

  35. Philippe Malaval, Strategy and Management of Industrial Brands: Business to Business Products and Services, 2001, p. 187.

    Google Scholar 

  36. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, pp. 54–55.

    Google Scholar 

  37. Vivian Manning-Schaffel, “UPS & FedEx Compete to Deliver,” brandchannel.com (17 May 2004).

    Google Scholar 

  38. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, pp. 50–51.

    Google Scholar 

  39. Frederick E. Webster, Jr. and Kevin L. Keller, “A Roadmap for Branding in Industrial Markets,” The Journal of Brand Management, (Vol. 11, No. 5, May 2004), pp. 388–402.

    Google Scholar 

  40. Alina Wheeler, Designing Brand Identity, 2003, pp. 42–43.

    Google Scholar 

  41. Klaus Fog, Christian Budtz, Baris Yakaboylu, Storytelling: Branding in Practice, 2005, p. 15.

    Google Scholar 

  42. Klaus Fog, Christian Budtz, Baris Yakaboylu, Storytelling: Branding in Practice, 2005, p. 15.

    Google Scholar 

  43. Klaus Fog, Christian Budtz, Baris Yakaboylu, Storytelling: Branding in Practice, 2005, p. 15.

    Google Scholar 

  44. Duane E. Knapp, The Brand Mindset, 2000, p. 121.

    Google Scholar 

  45. Klaus Fog, Christian Budtz, Baris Yakaboylu, Storytelling: Branding in Practice, 2005, p. 15.

    Google Scholar 

  46. Clay M. Ferrer, “Branding B2B Technology Companies — An Investment For Success,” Techlinks: Community Publishing (18 October 2000).

    Google Scholar 

  47. Ibid.

    Google Scholar 

  48. Schmitz, J. M., “Understanding the Persuasion Process Between Industrial Buyers and Sellers,” Industrial Marketing Management (Vol. 24), pp. 83–90.

    Google Scholar 

  49. Leslie De Chernatony and Malcolm McDonald, Creating Powerful Brands in Consumer, Service and Industrial Markets.

    Google Scholar 

  50. Dan Morrison, “The Six Biggest Pitfalls in B-to-B Branding,” Business2Business Marketer (July/August, 2001).

    Google Scholar 

  51. Source: Bruhn, Kommunikationspolitik fuer Industriegueter.

    Google Scholar 

  52. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, p. 536.

    Google Scholar 

  53. Ibid., p. 537.

    Google Scholar 

  54. Robert P. Vitale and Joseph J. Giglierano, Business to Business Marketing: Analysis and Practice in a Dynamic Environmen, 2002, pp. 424–425.

    Google Scholar 

  55. Ball, B. and Monoghan, R., “Redefining the Sales and Marketing Relationship,” Potentials in Marketing (October 1994), pp. 19–20.

    Google Scholar 

  56. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, p. 537.

    Google Scholar 

  57. Kevin L. Keller, Strategic Brand Management, 2006, p. 301.

    Google Scholar 

  58. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, pp. 555–593.

    Google Scholar 

  59. Ibid., p. 594.

    Google Scholar 

  60. Al and Laura Ries, The Fall of Advertising & the Rise of PR, 2001.

    Google Scholar 

  61. Lapp Cable, Stuttgart, Germany, cited November 2005.

    Google Scholar 

  62. “Cover Story: Game On,” Eventmarketer (4 May 2004).

    Google Scholar 

  63. “Master Yachting Goes Porsche Cup,” firmenpresse.de (22 August 2005).

    Google Scholar 

  64. Karsten Kilian, “Erlebnismarketing und Markenerlebnisse,” in: Psychologie der Markenführung, Arnd Florack, et al (eds.), 2006.

    Google Scholar 

  65. The McGraw-Hill Companies, Inc. Reproduced with permission of the McGraw-Hill Companies.

    Google Scholar 

  66. Web site of Covad Communications, San Jose, CA, cited May 2005.

    Google Scholar 

  67. Source: Wall Street Journal, 2004.

    Google Scholar 

  68. Source: www.intel.com.

    Google Scholar 

  69. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, p. 585.

    Google Scholar 

  70. “BAV — BrandAsset Valuator®,” Young & Rubicam Group, p. 2.

    Google Scholar 

  71. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, p. 16.

    Google Scholar 

  72. For a comprehensive overview of more than 66 brand positioning and brand evaluation models see markenmodelle.de.

    Google Scholar 

  73. Jan Lindemann, “Brand Valuation,” in: Brands and Branding, Rita Clifton and John Simmons (eds), 2003, p. 34; David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, p. 16.

    Google Scholar 

  74. Source: Interbrand Corp., Berner and Kiley, “Global Brands,” Business Week, 86–94, 2005.

    Google Scholar 

  75. Ibid., p. 34.

    Google Scholar 

  76. Watson Wyatt, B2B Brands and the Bottom Line, London, September 2002.

    Google Scholar 

  77. Donald V. Fites, “Make Your Dealers Your Partners,” Harvard Business Review (March–April 1996), pp. 88–89.

    Google Scholar 

  78. Web site of Wal-Mart Stores, Inc., Bentonville, AR, cited June 2005.

    Google Scholar 

  79. Dave Ulrich, Steve Kerr, Ron Ashkenas, Debbie Burke, Patrice Murphy The GE Work-Out, McGraw-Hill, 2002.

    Google Scholar 

  80. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, pp. 76–77.

    Google Scholar 

  81. Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte — Methoden — Fallbeispiele, 2005, p. 86.

    Google Scholar 

  82. Ibid.

    Google Scholar 

  83. Waldemar Pfoertsch and Michael Schmid, M., B2B-Markenmanagement: Konzepte — Methoden — Fallbeispiele, 2005, p. 65.

    Google Scholar 

  84. If you desire further information of the subject of Ingredient Branding we recommend Waldemar Pfoertsch, Intrajanto Mueller, Die Marke in der Marke, Macht und Bedeutung des Ingredient Branding, Springer, Heidelberg 2006, the English language version will be available 2007.

    Google Scholar 

  85. Hermann Freter and Carsten Baumgarth, „Ingredient Branding — Begriff und theoretische Begruendung,“ in: Moderne Markenfuehrung, Franz-Rudolf Esch (ed), 1999, pp. 289–315.

    Google Scholar 

  86. Nunes, Dull, and Lynch, “When Two Brands Are Better Than One,” p. 17.

    Google Scholar 

  87. Hermann Freter and Carsten Baumgarth, „Ingredient Branding — Begriff und theoretische Begruendung,“ in: Moderne Markenfuehrung, Franz-Rudolf Esch (ed), 1999, 289–315.

    Google Scholar 

  88. David A. Aaker and Erich Joachimsthaler, Brand Leadership, 2000, p. 141.

    Google Scholar 

  89. Web site of Infineon Technologies, cited June 2005.

    Google Scholar 

  90. BBDO, “Ingredient Branding in the Automotive Industry — Telematics and CRM,” Point of View 3 (January 2003).

    Google Scholar 

  91. Ibid.

    Google Scholar 

  92. Nunes, Dull, and Lynch, “When Two Brands Are Better Than One,” p. 17.

    Google Scholar 

  93. Bob Lamons, The Case for B2B Branding, 2005, pp. 161–163; Web site of Intel Corporation, Santa Clara, CA, cited October 2005.

    Google Scholar 

  94. Web site of Intel Corporation, Santa Clara, CA, cited October 2005.

    Google Scholar 

  95. Bob Lamons, The Case for B2B Branding, 2005, pp. 161–163.

    Google Scholar 

  96. Berner and Kiley, “Global Brands,” Business Week (1 August 2005), pp. 86–94.

    Google Scholar 

  97. Cliff Edwards, “Intel Everywhere?” BusinessWeek (8 March, 2004), pp. 56–62.

    Google Scholar 

  98. Web site of Swarovski AG, Wattens, Austria, cited November 2005).

    Google Scholar 

  99. Swarovski Crystallized™ with Swarovski® Homepage, cited November 2005.

    Google Scholar 

  100. Ibid.

    Google Scholar 

  101. Swarovski Business Homepage, cited October 2005.

    Google Scholar 

  102. Rick Whitmyre, “The 5 Deadly Sins of B2B Marketing,” B2B Marketing Trends (5 August 2004).

    Google Scholar 

  103. Stephen F. Dull, “Was It an Illusion? Putting More B in B2B,” Accenture — Online Insight, pp. 8–10.

    Google Scholar 

  104. Rick Whitmyre, “The 5 Deadly Sins of B2B Marketing,” B2B Marketing Trends (5 August 2004).

    Google Scholar 

  105. If you desire further information on this subject, we recommend Philip Kotler and Nancy Lee, Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause (Hoboken, NJ: Wiley, 2005).

    Google Scholar 

  106. Web site of British Airways Plc., Harmondsworth, England, cited July 2005.

    Google Scholar 

  107. EFQM (European Foundation for Quality Management) Framework for CSR in cooperation with UN Global Impact.

    Google Scholar 

  108. Philip Kotler and Kevin L. Keller, Marketing Management, 2006, pp. 706–708.

    Google Scholar 

  109. Emanuel Rosen, The Anatomy of Buzz, 2002, p. 16.

    Google Scholar 

  110. Ibid., 2002, pp. 25–26.

    Google Scholar 

  111. Ibid., p. 27.

    Google Scholar 

  112. Jason Rossiter and Waldemar Pfoertsch, Blogs: The new language of business, 2006.

    Google Scholar 

Download references

Rights and permissions

Reprints and permissions

Copyright information

© 2006 Springer Berlin · Heidelberg

About this chapter

Cite this chapter

(2006). B2B Branding Dimensions. In: B2B Brand Management. Springer, Berlin, Heidelberg . https://doi.org/10.1007/978-3-540-44729-0_3

Download citation

Publish with us

Policies and ethics

Search

Navigation