Industrial Brand Classification

  • Philippe Malaval


While much research has been done on the classification of consumer brands, the same cannot be said of industrial brands. The latter can be classified and characterized by applying traditional methods, analyzing the brand portfolio of major companies in the industrial sector, and finally, using the “purchaseability” and “visibility” concepts developed in Chapter 6.


Product Brand Industrial Market Parent Brand Industrial Good Corporate Brand 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Alba, J. W. and Chattopadhyay, A., (1986), Salience Effects in Brand Recall, Journal of Marketing Research,November.Google Scholar
  2. Avlonitis, G.J., (1985), Revitalizing Weak Industrial Products, Industrial Marketing Management, n°14.Google Scholar
  3. Botton, M. and Cegarra, J-J., (1990), Le nom de marque, Paris, McGraw-Hill.Google Scholar
  4. Cegarra, J-J., (1990), L’identité nominale du produit, Revue Francaise de Gestion, n°84.Google Scholar
  5. Dayan, A., (1985), Marketing industries Paris, Vuibert.Google Scholar
  6. Kapferer, J-N., (1995), La marque, capital de l’entreprise, Paris, Éditions d’Organisation.Google Scholar
  7. Mahin, P.W., (1991), Business to Business Marketing, Needham Heights, Allyn and Bacon.Google Scholar
  8. Malaval, P and Bénaroya C, (1998), Radiographic des marques patronymiques, (Radiography of the Patronymic Brands), La Revue des Marques, n°24, October.Google Scholar
  9. Malaval, P., (1996), Marketing Business to Business, Paris, Publi-Union.Google Scholar
  10. Wasson, C.R., (1976), The Importance of the Product Life Cycle to Industrial Marketer, Industrial Marketing Management, n°5.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

Personalised recommendations