The case for B2B branding : pulling away from the business to business pack
著者
書誌事項
The case for B2B branding : pulling away from the business to business pack
Thomson, c2005
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注記
"American Marketing Association"--Spine
Publisher on t.p. verso: Thomson/South-Western
Includes bibliographical references (p. 207-209) and index
内容説明・目次
内容説明
THE CASE FOR B2B BRANDING: PULLING AWAY FROM THE BUSINESS-TO-BUSINESS PACK takes an in-depth look at more than 20 companies with enviable branding track records, allowing you to learn from industry's best. It also delivers an effective seven-step process for developing a strong brand in the business-to-business segment. While competition increases, product differences are fading. Backed by relevant examples and intriguing case histories,this book illustrates the need for branding to be a fundamental business strategy. This thought-provoking, case-filled book is packed with practical insights, illustrations, tips, and tools you can immediately put into action to create stronger, more valuable brands.
目次
The Seven Steps: INTRODUCTION. Step One: Effective Teamwork. Step Two: Brand Architecture. Step Three: Audience Identification. Step Four: Brand Positioning. Step Five: Brand Personality. Step Five 1/2: Personality Makeovers. Step Six: Consistent Execution. Step Seven: Brand Equity. Conclusions. The Case Studies: 1. Creating preference for a commodity: The Acme Brick Story. 2. One step at a time: The Alberici Story. 3. Using services to differentiate: The BASF Story. 4. Letting your personality determine your voice: The Caterpillar Story. 5. Positioning for the fast lane: The Cessna Citation Story. 6. Making your brand smile: The Clock Spring Story. 7. Architecture from the bottom up: The Cooper Cameron Story. 8. From check printer to buying experiences: The Deluxe Story. 9. Competing with yourself: The Dow Corning Story. 10. Adding pieces to more than the whole: The Emerson Story. 11. Imagination at work: The General Electric Story. 12. From product leader to industry leader: The Hobart Story. 13. Selling solutions instead of machines: The IBM Story. 14. From anonymous to omnipotent: The Intel Story. 15. From selling to marketing: The James Hardie Story. 16. Investing in dance lessons: The MeadWestvaco Tango Paper Story. 17. The Power of Blue: The Miller Electric Story. 18. Small company brand building: The New Pig Story. 19. In the pink: The Owens Corning Story. 20. Raising your sights: The SAS Institute Story. 21. Pumping life into brown: The UPS Story.
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