By Philippe Malaval (auth.)
Strategy and administration of business Brands is the 1st booklet dedicated to business-to-business services.
Looking at a variety of businesses, this publication defines model goals which are particular to the commercial and repair sectors and which has to be extra to the conventional services of branding: the minimization of chance as perceived via dealers, and the facilitation of the buyer company's functionality by way of the provider model.
Different methods of classifying manufacturers are urged, offering a greater figuring out of brand name concepts followed by means of business-to-business businesses, in addition to new techniques equivalent to model `printability', `visibility', and `purchaseability'.
Five significant model different types are handled in separate chapters:
-entering items manufacturers;
-intermediary gear items manufacturers;
-equipment items manufacturers;
-business-to-business provider manufacturers; and
-industrial distributor manufacturers.
From a pragmatic viewpoint, the purpose of the publication is to handle the most issues of managers: tips on how to create and safeguard manufacturers? What form of visible id is suitable? the best way to deal with foreign manufacturers?
An research of 1,500 business manufacturers in addition to forty case reviews are integrated during this publication. those manufacturers are utilized in either the commercial (automotive, construction, aeronautics, IT, etc.) and customer sectors (clothing, electronics, foodstuff packaging, telecommunications, etc.).
This booklet has been written for professors and scholars of universities and enterprise faculties, in addition to managers and other people operating in or the provider quarter.
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Strategy and Management of Industrial Brands: Business to Business Products and Services
Technique and administration of business manufacturers is the 1st ebook dedicated to business-to-business services and products. quite a few businesses, this ebook defines model goals which are particular to the commercial and repair sectors and which has to be further to the conventional services of branding: the minimization of danger as perceived by means of purchasers, and the facilitation of the buyer company's functionality by means of the provider model.
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Additional resources for Strategy and Management of Industrial Brands: Business to Business Products and Services
Example text
McDowell M. , Doyle, P. and Wong. , (1997), An Exploration of Branding in Industrial Markets, Industrial Marketing Management, vol. n026, p 433-446. , (1974), Consumer Behavior: Theory and Application, Boston, Allyn & Bacon. a Chapter 2 The Role of the Brand in the Industrial Purchase Since the end of the 1980s, brand management! has been of growing interest to companies and has received increasing attention in marketing literature. The research on brand management goes further than brand image and strategy by studying the concepts of brand equity and extension2• But the literature essentially deals with consumer product brands, bought by individuals and households for personal use.
It should be noted that certain external influencers are imposed by law such as chartered accountants, auditors in the management field, or architects and surveyors in the construction field. The supplier brand, who sees both in-house and external influencers as the conveyors of his message (Figure 3), addresses each of the influencers identified by supplying as much useful information as possible and by carrying out specific actions with the aim of being recommended (Farrell and Schroder, 1996; Gilliland and Johnston, 1997).
Supplier brand influence in straight rebuy situations is thus different from both the modified rebuy and the new task (Table 6). It can be characterized mainly by the following points: • Supplier brand influence is less strong in the straight rebuy situation than in the previous ones. • It is however perceived to be stronger on the buyer in this case compared to the modified rebuy situation. Table 6. Straight rebuy situation: level ofimportance of supplier brand influence as a function of the different members ofthe buying center Functions Buyers Rank of Influence Importance Very strong Production executives Strong Quality control executives Weak Maintenance executives Weak Users Weak Marketing executives Weak General management Weak R&D executives Weak From the analysis of the different buying situations, it can be seen that the higher the level of uncertainty (new task), the more buying center members perceive the influence of the brand to be important.