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B2B Brand Management

  • Philip Kotler
  • Waldemar Pfoertsch

Table of contents

  1. Front Matter
    Pages I-XVI
  2. Pages 297-325
  3. Back Matter
    Pages 327-357

About this book

Introduction

As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners.

Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

Keywords

B2B B2B Brand Management B2B Branding Brand Management Brand Myths Branding Business Branding Business Brands Business-to-Business Branding Re-branding business development management performance strategy

Authors and affiliations

  • Philip Kotler
    • 1
  • Waldemar Pfoertsch
    • 2
  1. 1.Kellogg School of BusinessNorthwestern UniversityEvanstonUSA
  2. 2.Pforzheim UniversityPforzheimGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-540-44729-0
  • Copyright Information Springer Berlin · Heidelberg 2006
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-540-25360-0
  • Online ISBN 978-3-540-44729-0
  • Buy this book on publisher's site