Recommended by: Anita Basalingappa

Summary: 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... Caterpillar, DuPont, Siemens, GE. 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. 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.

Contents:

Chapter 1
Being Known or Being One of Many
Chapter 2
To Brand or Not to Brand
2.1 B2B # B2C
2.2 B2B Brand Relevance
2.3 Power of the Business Brand
Chapter 3
B2B Branding Dimensions
3.1 Brand Distinction .
3.2 Brand Communication
3.3 Brand Evaluation
3.4 Brand Specialties
Chapter 4
Acceleration Through Branding
4.1 Brand Planning
4.2 Brand Analysis
4.3 Brand Strategy
4.4 Brand Building
4.5 Brand Audit
Chapter 5
Success Stories of B2B Branding..
5.1 FedEx
5.2 Samsung
5.3 Cemex
5.4 IBM
5.5 Siemens
5.6 Lanxess
5.7 Lenovo
5.8 Tata Steel
Chapter 6
Beware of Branding Pitfalls
Pitfall No. 1: A Brand Is Something You Own
Pitfall No. 2: Brands Take Care of Themselves
Pitfall No. 3: Brand Awareness vs. Brand Relevance
Pitfall No. 4: Don't Wear Blinders
Pitfall No. 5: Don't Let Outsiders Do Your Job
Chapter 7
Future Perspective
7.1 Corporate Social Responsibility
7.2 Branding in China
7.3 Design and Branding
7.4 Lovemarks and Brand Leadership