Processes and methodologies for creating a global business-to-business brand

Abstract

This paper aims to detail the steps and decisions one industrial company faced when creating a new global brand, and the processes and methodologies involved to put the developed strategy into practice. The paper describes the application of business-to-business (B2B) market segmentation and product life cycle analysis to inform brand strategy. Also described is a comprehensive framework and process for creating a new global B2B brand, including details on naming, legal screening, identity development, Web architecture and deployment to internal and external stakeholders.