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 But industrial companies must understand that branding goes far 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.
Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance.
Thus 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. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.
B2B Brand Management
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 the successful branding of industrial goods. Thank you for this advancement to our practice! Ralph A.
If you are a b2b marketer already thinking along those lines, then this book is the weightiest corroboration you could have asked for. The authors offer a huge list-it helps with differentiation ….
Philip Kotler is the S. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago.
He has published over one hundred articles in leading journals, several of which have received best-article awards. He has traveled extensively throughout Europe, Asia and South America, advising and lecturing to many companies about how to apply sound economic and marketing science principles to increase their competitiveness.
He has also advised governments on how to develop stronger public agencies to further the development of the nation's economic well-being. He did his post-doctoral work in industrial planning at the Technical University Berlin. In preparation is Blogs: The new business language.
He also published several articles in German, Chinese and English language on international management issues. He is on the advisory board of various companies and non profit organizations. Prior to his teaching appointments, he was a Management Consultant for international consulting companies. In this position, he has traveled extensively throughout Europe, Asia and North America working with companies in developing international strategies.
His earlier positions include being an Economic Advisor to the United Nations Industrial Development Organization where he worked as an advisor to the government on how to develop internationally competitive industries.
He also worked for many years in the automation industry, serving automotive companies. You're currently accessing eBooks. Some eBooks aren't available in all countries.
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