Product Description This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management. Contents: Being known or Being one of many; To brand or Not to brand; B2B branding dimensions; Acceleration through branding; Success stories of B2B brading; Beware of branding pitfalls; Future perspective.
