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The term branding is often misunderstood and not always warmly embraced in the business-to-business environment. It is difficult to take a process that is typically used to describe the creation of yet another toothpaste in the consumer world and apply it to the marketing of electronic components, high-tech machinery or multi-million-dollar factory automation systems in the B-to-B world. Adding to the confusion, some branding consultants try to apply a consumer-branding model to business-to-business markets, often with unsatisfying consequences. One client actually said, "Branding is a bad word around here." No wonder. After investing millions of dollars in a brand consultant and five years of time, the company had established only one thing - a color.
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