B2B Brand Management

DESCRIPTION
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
Foreward
Preface
Acknowledgements
Being Known or Being One of Many
To Brand or Not to Brand
B2B Branding Dimensions
Acceleration through Branding
Success Stories of B2B Branding
Beware of Branding Pitfalls
Future Perspective.
About the Authors
Bibliography
Company and Brand Index
Subject Index.

WRITTEN FOR -
Practitioners, especially corporate marketing communications managers, as well as management consultants.

ABOUT THE AUTHORS
Philip Kotler
S.C. Johnson and Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, Illinois. He received his Master's Degree at the University of Chicago and his PhD Degree at MIT, both in economics. He did post-doctoral work in mathematics at Harvard University and in behavioral science at the University of Chicago .

Kotler is the highly acclaimed author of: Marketing Management: Analysis, Planning, Implementation and Control, the most widely used marketing book in graduate business schools worldwide. Other titles include: Principles of Marketing; Marketing Models; Strategic Marketing for Nonprofit Organizations; The New Competition; High Visibility; Social Marketing; Marketing Places; Marketing for Congregations; Marketing for Hospitality and Tourism; The Marketing of Nations; Kotler on Marketing, Building Global Biobrands, Attracting Investors, Ten Deadly Marketing Sins, Marketing Moves, Corporate Social Responsibility, Lateral Marketing, and Marketing Insights from A to Z. He has published over one hundred articles in leading journals, several of which have received best-article awards.

Waldemar Pfoertsch
Professor for International Business at the University of Pforzheim, and visiting lecturer at the Executive MBA Program of the Liautaud Graduate School of Business, University of Illinois at Chicago. He is an Online Tutor for the MBA Program in International Management, University of Maryland and at the Steinbeis University in Berlin . He received two Master Degrees (economics and business administration) and his Doctorial Degree in social science at the Free University Berlin. He did his post-doctoral work in industrial planning at the Technical University Berlin . Other teaching positions have been at the University of Cooperative Education Villingen-Schwenningen , Visiting Associate Professor at Kellogg Graduate School of Management, Northwestern University and Lecturer for Strategic Management at Lake Forest Graduate School of Management.
Some of his German publications include Business-to-Business Marketing, Brand Management and Ingredient Branding. He has also published Living Web and Internet Strategies. In preparation is Blogs: The new business language. He has published several articles in German, Chinese and English language on international management issues.