Special Report on
B2B Brand Management
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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. In fact, these brands are worth many times more than the book value of the property used to make these brands. 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 ...
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Brand Management Consultants: Brand Consulting | Business.com
An international consulting organization working in partnership with clients to develop new products, new forms of communications and new types of environments. Offices in Boston, London, Columbus, Osaka, Paris, Ann Arbor and San Francisco. www.fitch.com FutureBrand Worldwide Global branding consultancy offering brand strategy, positioning, management and valuation, as well as packaging, interactive, retail and industrial brand design. www.futurebrand.com The Gianfagna Group Inc. Marketing & design management consulting focusing on brand equity, strategic planning & image development. www.gianfagna.com Goldmarks Brand Licensing ...
Wikipedia
The word brand has continued to evolve to encompass identity - in effect the personality of a product, company or service.
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During the autumn 2009 I conducted a literature review for my pre-diploma work on business-to-business branding online, which in my opinion has implications for how B2B companies could use social media. The main findings of the study suggest that B2B brand strategies should be aligned towards and reinforce the overall business strategy, whilst striving for consistency throughout every customer touch point in order to achieve interactive effects from branding in multiple mediums. Internal marketing is important to obtain consistency, as the employees ultimately are the ones responsible for ... Read More
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REVIEWS AND OPINIONS
When you think of a great brand, what comes to mind? Some of the most valuable brands in the world today include Google, Microsoft, Coca Cola, IBM, McDonalds, Apple, and China Mobile 1. These companies have successfully built brand equity and are well established in consumerâs minds. But who are their customers? Are they individuals, or are they other companies? Your target consumer determines your brand strategy, and there are key differences when branding for business-to-business (B2B) as opposed to business-to-consumer (B2C) companies. One main difference between individuals and businesses as consumers involves how ...
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Philip Kotler (born 27 May 1931 in Chicago) is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management at Northwestern University. Early life He received his master’s degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago. Career Professor Kotler’s book, Marketing Management, is the world’s most widely used graduate level textbook in marketing . His other textbooks include Principles of ...
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B2B BRAND MANAGEMENT
I Very much enjoyed the event, “Combining SEO and Video to Drive Awareness and Lead Generation Online” sponsored by Business Wire. The panel of experts provided facts, insights, advice, and predictions on the place of video in marketing communications. The event opened with an eye-opening question, “How many in the room have looked at a video online in the past month?” 100% of attendees raised their hand. We then viewed a video provided by David Meerman Scott, author of “The New Rules of Marketing and PR”, which showed the question being asked in Japan, London, Boston, and San Francisco with similar near 100% response. Some ...
industry trends, business articles and survey research
The government of Indonesia plans to create national branding that will be used nationally as one of the efforts to develop tourism, investment and trading sectors. The Minister of Trade, Mari Elka Pangestu said, “For Indonesia, the branding issue must start from changing the bad perceptions about the people of Indonesia, safety, and natural disasters” ( Antara.co.id , June 4, 2007). The question is what is actually national branding? What are the obstacles to promote Indonesia’s new branding? How to change the bad perceptions that mentioned by Pangestu? The terminology of branding originally was derived from business or ...
industry trends, business articles and survey research
RELATED NEWS
They say Employer Brand Strategy is purely about Recruitment Strategy, or On-campus Campaign only? Yes, it’s critical to recruitment, but far more than recruitment, even beyond HR function itself. FOR IMMEDIATE RELEASE PRLog (Press Release) – Aug 12, 2010 – August 12, 2010, Beijing ------ Due to the rising awareness and importance of Employer Brand concept worldwide, further to successful organizations in China previously, LinLead Beijing is organizing The 3rd Developing an Effective Employer Brand Strategy, China, which will be led by the co-founder of Employer Brand concept, Richard Mosley, and joined by senior ...
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BEIJING, Aug 17, 2010 /PRNewswire via COMTEX/ --
ChinaNet Online Holdings,
Inc. ("ChinaNet", NYSE Amex: CNET), a leading full-service media development,
and internet technology company for small and medium-sized enterprises (SMEs)
in the People's Republic of China ("China"), today announced its second
quarter 2010 financial results. Summary Financials
Second Quarter 2010 Results (USD) (unaudited)
(three months ended June 30,) Q2 2010 Q2 2009 CHANGE
Sales $12.0 million $9.4 million +28.3%
Gross Profit $6.1 ...
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INFORMATION RESOURCES
B2B Brand Management. Philip Kotler, Kellogg School of Management, ... B2B brand management. • Presents brand manage- ment principles for ...
technology research, surveys study and trend statistics
“B2B Brand Management,” by Philip Kotler and Waldemar Pfoertsch,. Springer, 2006 . “The Case for B2B Branding,” by Bob Lamons, Thompson, 2005 ...
technology research, surveys study and trend statistics
Compared with the splashy and costly advertisements and promotional campaigns necessary in the B2C industry, B2B branding is a humble undertaking. An average B2B company spends about 1 percent of sales for their total marketing communications. The reasons for the relative silence among B2B companies lie in the industry’s traditional business structure: for years B2B companies have mainly depended on personal contacts; and they typically sold to a handful of regionally based customers who were already experts in the field. Given these perimeters, there was little need to spend extra money on branding. Not so today. The above ...
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B2B BRAND MANAGEMENT
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QUESTIONS AND ANSWERS
I’m working with a B2B global financial services firm on developing incremental revenue opportunities (on the order of $50-100 million/year). The firm’s brand is one of its biggest assets, so in addition to looking at core functional/operational/technical capabilities, we’re taking a brand-based approach to identifying new products/services. Business lore is full of B2C brand extensions, but there are far fewer B2B examples, so here are my 2 questions: § Can you think of any B2B businesses that have created successful brand extensions? § In addition to licensing, what other ...
If you’re running a B2B enterprise, scratching your head and wondering how you’re supposed to take advantage of social media tools such as Facebook, YouTube, and Twitter – you’re not alone. Aside from the fact that online social media is irrationally hyped (60 percent of Twitter users abandon the service after the first month) it’s an especially bad marketing fit for B2B. Asked to comment on the Twitter statistic, one B2B marketer said, “Most users of social media for business don't realize the time commitment and demand for resources associated with it. After a month or so they lose interest and don't update it. Any ...
