Brands of Intermediary Equipment Goods

  • Philippe Malaval

Abstract

Intermediary equipment goods are similar to entering goods in that they are often found as an integrated part in an assembled product such as a house or car sold by an industrial client. The purchaseability of such products by the consumer is higher than for entering goods and is dependent on the supplier brand strategy and on the technical complexity of the product category. Purchaseability in fact applies to independent units, easily used by the final consumer. Such renewable parts include windscreen wipers for cars, tools, radiators, carpets or electrical appliances for the home. More complex sub-assemblies such as microprocessors or alternators are generally not available for purchase by the final consumer.

Keywords

Quartz Welding Chrome Europe Torque 

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References

  1. Bénaroya, Ch., (1999), “Under the signs of the zodiac: air and water control”, La Revue des Marques, n°27, July.Google Scholar
  2. Malaval, Ph., (1998), Stratégie et Gestion de la Marque Industrielle, Paris, Publi-Union.Google Scholar

Copyright information

© Springer Science+Business Media New York 2001

Authors and Affiliations

  • Philippe Malaval
    • 1
  1. 1.Toulouse Business School (ESC Toulouse)France

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