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Notes
D. A. Aaker, Building Strong Brands, (New York: The Free Press, 1996).
Dan Morrison, “The Six Biggest Pitfalls in B-to-B Branding,” Business2Busi-ness Marketer (July/August, 2001).
Paul Rittenberg, “Building a #1 Rated Brand in Less than a Decade,” The Advertiser (October 2002).
Dan Morrison, “The Six Biggest Pitfalls in B-to-B Branding,” Business2Business Marketer (July/August, 2001).
“Annual Report 2003/2004,” Schott AG, p. 6, 41.
McKinsey, Marketing Practice, p. 12.
Web site of BASF Corporation, Florham Park, NJ, cited January 2006.
“Making Specialty Chemicals Special Again,” Chemical Week (Annual 2003), p. 12.
Ian G. Heller, “When Good Companies Do Bad Branding,” Real Results Marketing (March, 2004).
Source: www.basf.com, cited February 2006.
Keller, K.L., Strategic Brand Management, 2003.
Ian G. Heller, “When Good Companies Do Bad Branding,” Real Results Marketing, (March, 2004).
Dan Morrison, “The Six Biggest Pitfalls in B-to-B Branding,” Business2-Business Marketer (July/August, 2001), p. 1.
Web site of ITT Industries, Inc., White Plains, NY, cited August 2005.
„Evolution of a Brand,“ In Our Hands — ITT Company Magazine (Fall 1998), pp. 7–8.
„ITT Industries Launches New Corporate Ad Campaign,“ In Our Hands — ITT Company Magazine (Fall 1998), pp. 13–14.
Paul Rittenberg, “Building a #1 Rated Brand in Less than a Decade,” The Advertiser (October 2002).
Cameron Dart, “Brands Are Alive!” brandspa (February 2002), p. 14.
Robert Berner and David Kiley, “Global Brands,” Business Week (July 2005), pp. 86–94.
Web site of Intel Corporation, Santa Clara, CA, cited January 2006.
Ibid.
Ibid.
“Ad Agencies Vs. Consultancies: Weighing the Differencies,” Brandchannel.com (2001).
Kaikati, Jack (2003), “Lessons From Accenture’s 3Rs: Rebranding, Restructuring, and Repositioning,” Journal of Product and Brand Management, Volume 12, Issue 7, 2003.
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(2006). Beware of Branding Pitfalls. In: B2B Brand Management. Springer, Berlin, Heidelberg . https://doi.org/10.1007/978-3-540-44729-0_6
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