Strategy and Management of Industrial Brands is the first book devoted to business-to-business products and services. Looking at numerous companies, this book defines two brand objectives that are specific to the industrial and service sectors and which must be added to the traditional functions of branding: the minimization of risk as perceived by buyers, and the facilitation of the customer company's performance by the supplier brand. Different ways of classifying brands are suggested, providing a better understanding of brand strategies adopted by business-to-business companies, as well as new concepts such as brand 'printability', 'visibility', and 'purchaseability'. Five major brand categories are dealt with in separate chapters: entering goods brands; intermediary equipment goods brands; equipment goods brands; business-to-business service brands; and industrial distributor brands. From a practical point of view, the aim of the book is to address the main concerns of managers: How to create and protect brands? What type of visual identity is appropriate? How to manage international brands?
An analysis of 1,500 industrial brands as well as 40 case studies are included in this book. These brands are used in both the industrial (automotive, building, aeronautics, IT, etc.) and consumer sectors (clothing, electronics, food packaging, telecommunications, etc.). This book has been written for professors and students of universities and business schools, as well as managers and people working in industry or the service sector.
Preface. 1. Development of the Concept of Brands. 1. Brands: from their origins to complexity. 2. The evolving status of brands. 3. The brand, a tool with ever-widening applications. 2. The Role of the Brand in the Industrial Purchase. 1. The industrial purchase. 2. Main motivation of buyers. 3. The Characteristics of Business to Business Communication. 1. Communication policy. 2. Different kinds of communication. 3. Targeted communication. 4. Use of specialized media. 5. Using the mass media. 6. The Intel communication strategy. 4. The Brand, its Mechanisms. 1. Brand awareness, attention. 2. The role of innovation in brand image. 3. Brand associations. 4. Loyalty. 5. Brand Functions. 1. Brands functions for the company. 2. Brand functions for the customer. 3. The role of performance facilitator. 6. Purchaseability, Visibility of Industrial Brands. 1. How do industrial brands reach the final customer? 2. The `purchaseability' concept. 3. The visibility concept. 4. High visibility for Scotchgard TM brand (3M). 7. Industrial Brand Classification. 1. Classification of industrial brands using traditional methods. 2. Classification of industrial brands according to brand portfolio management. Elan Informatique `Text-To-Speech'. Branding at Elf Atochem. 3. Classification according to brand visibility, purchaseability. 4. Combined approach for classifying industrial goods. 5. Aeronautics, sector brands. 8. Creating, Protecting Business to Business Brands. 1. Creating brands. What about the brand names of brand creation agencies? 2. A new corporate name for an established company: Vivendi. 3. Brand protection, counterfeiting. 9. The Logotype, the Visual Identity Code. 1. The essential role of the logotype. 2. Classification of different logotypes. The Valeo logo. 3. Slogans, brand signatures. 4. The visual identity code. 10. Managing the International Brand. 1. Global brand strategy. Lexic by Legrand: a federating product-brand. Air Liquide: the global strategy of a world leader. Sodexho-Marriott: adopting a worldwide identity. 2. Local brand strategy. Saint-Gobain Containers: a local brand strategy. 11. `Entering Goods' Brands: The Development of Co-Branding. 1. `Purchaseability', visibility of `entering goods'. 2. Technical partnership first. 3. Co-branding development: a visibility-based strategy. 4. Gore-Tex TM: a partner brand, from innovation to quality control of the customer product. 5. Lycra TM only by DuPont: a commercial, technical partnership. 12. Brands of Intermediary Equipment Goods. 1. Brands of intermediary equipment goods. 2. Valeo: custom-made spare parts, from the drawing board to final packaging. 3. Brand portfolio management of Zodiac: brands organized by sector. 4. The Intel case: from technology to advertising, a true partnership. 13. Equipment Goods Brands. 1. Purchaseability, visibility of equipment goods brands. 2. Different types of performance facilitators. 3. Xerox: a `reference' brand in document management. 4. Fruehauf: Rock Runner, Speed Slider evocative product brands. 5. Latecoere: technical partnership, its own products. 6. Kimberly Clark: contributing to customer image. 7. Tetra Pak brand: `Much more than the package'. 8. Airbus: `Setting the Standards'. 14. Business to Business Service Brands. 1. The main characteristics of professional services. 2. The purchaseability, visibility of professional service brands. 3. A closer look at temporary work service companies. 4. Professional service brands: facilitating performance. 5. Andersen Consulting: the art of knowing how to orchestrate talents. 6. EDS: a service brand directed at customer productivity. 7. Microsoft: `How far will you go?' 15. Industrial Distributor Brands. 1. The supply of industrial distributor branded products. 2. The industrial supply of finished products or entering goods for consumer goods distributors. Conclusion. Bibliography. Subject index. Index of brands, companies.