The Case For B2B Branding: Pulling Away From The Busniess to Business Pack

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The Case For B2B Branding: Pulling Away From The Busniess to Business Pack

Format:  Hardcover,

214 pages

Publisher: Cengage Learning College

Publish Date: Oct 2005

ISBN-13: 9780324398656

ISBN-10: 0324398654

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Book Information

The following content was provided by the publisher.
The Case For B2B Branding is the first book ever to focus exclusively on business-to-business branding. A skillful blend of journalistic research and practitioner experience, this book contains 21 new case studies and an easy-to-follow seven step process for building b-to-b brands. You'll find actionable ideas on virtually every page.

Specifications

Publisher: Cengage Learning College
Publish Date: Oct 2005
ISBN-13: 9780324398656
ISBN-10: 0324398654
Format: Hardcover
Number of Pages: 214
Shipping Weight (in pounds): 1.2
Product in Inches (L x W x H): 6.0 x 9.0 x 1.0

Chapter outline

About the Author
Acknowledgements
The Seven Steps
Introduction
My GE epihany
Soft White light bulbs
Expectations are the essence of branding
Keeping it simple
Seven steps to brand building
Step One: Effective Teamwork
The CEO as brand champion
The CFO controls the money
Marketing keeps the bus on the right road
Don't forget about internal communications
Marcom makes it happen
The role of the brand steward
Step Two: Brand Architecture
Freestanding Brands
Overbrands
Masterbrands
Mergers and acquisitions
Step Three: Audience Identification
Employees come first
Customers are next
Target Audience Statements
Other branding targets
Editors and journalists
Attracting future employees
Step Four: Brand Positioning
It's all relative
Positioning is the foundation for branding
The importance of simplicity
What position is right for you?
The need for outside help
Your brand position must be acceptable
Brand positioning versus brand personality
Step Five: Brand Personality
Mission statements are not personalities
Let passion play a part
Stand for something
Creating the brand personality
Slogans can tie it all together
Brand symbols are a lost art
Don't be a wallflower
Step Five-and-a half: Personality Makeovers
Your brand may be holding you back
Change for the sake of change
Spending money to make money
New brands for new markets
Competing with yourself
Step Six: Consistent Execution
If it's not invented here, it should be
It's not a democracy
Insist on breakthrough creative
Understanding your tone of voice
Branding is a journey, not a destination
Branding takes no holiday
Step Seven: Brand Equity
What is brand equity?
Brand equity as a percentage of total worth
What does the CFO think?
Do-it-yourself methods
Low cost third-party approaches
Sophisticated brand equity models
Brand Scorecards
Conclusions
The Case Studies
Creating preference for a commodity: The Acme Brick Story
One step at a time: The Alberici story
Using services to differentiate: The BASF Story
Letting your personality determine your voice: The Caterpillar Story
Positioning for the fast lane: The Cessna Citation Story
Making your brand smile: The Clock Spring Story
Architecture from the bottom up: The Cooper Cameron Story
From check printer to customer experiences: The Deluxe Story
Competing with yourself: The Dow Corning Story
Adding pieces to more than the whole: The Emerson Story
Imagination at work: The General Electric Story
From product leader to industry leader: The Hobart Story
Selling solutions instead of machines: The IBM Story
From anonymous to omnipotent: The Intel Story
From selling to marketing: The James Hardie Story
Investing in dance lessons: The MeadWestvaco Tango Paper Story
The Power of Blue: The Miller Electric Story
Small company brand building: The New Pig Story
In the pink: The Owens Corning Story
Raising your sights: The SAS Institute Story
Pumping life into brown: The UPS Story
Bibliography and References
Index

Book description

The Case For B2B Branding is the first book ever to focus exclusively on business-to-business branding. A skillful blend of journalistic research and practitioner experience, this book contains 21 new case studies and an easy-to-follow seven step process for building b-to-b brands. You'll find actionable ideas on virtually every page.

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