B2B brand management

Philip Kotler*, Waldemar Pfoertsch, Ines Michi

*Corresponding author for this work

Research output: Book/ReportBook

127 Scopus citations

Abstract

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 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 branding goes 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. Branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing. 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 th.

Original languageEnglish (US)
PublisherSpringer Berlin Heidelberg
Number of pages357
ISBN (Print)3540253602, 9783540253600
DOIs
StatePublished - Dec 1 2006

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ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)

Cite this

Kotler, P., Pfoertsch, W., & Michi, I. (2006). B2B brand management. Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-540-44729-0