B2B Brand Management

[yogin]

this ebook is frm philip kotler itself u have 2 really go through it once
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Contents
Foreword .................................................. ................................................ V
Preface .................................................. .................................................. . IX
Acknowledgements .................................................. ............................ XI
Chapter 1
Being Known or Being One of Many .................................................. 1
Chapter 2
To Brand or Not to Brand............................................. ........................ 15
2.1 B2B �� B2C .................................................. ................................. 20
2.2 B2B Brand Relevance .................................................. .............. 34
2.3 Power of the Business Brand .................................................. . 50
Chapter 3
B2B Branding Dimensions .................................................. ................ 65
3.1 Brand Distinction .................................................. .................... 73
3.2 Brand Communication .................................................. ......... 106
3.3 Brand Evaluation........................................ ............................. 123
3.4 Brand Specialties .................................................. ................... 124
Chapter 4
Acceleration Through Branding.......................................... .............. 157
4.1 Brand Planning .................................................. ...................... 160
4.2 Brand Analysis.......................................... ............................... 163
4.3 Brand Strategy .................................................. ....................... 168
4.4 Brand Building.......................................... ............................... 181
4.5 Brand Audit............................................. ................................. 191
XVI Contents
Chapter 5
Success Stories of B2B Branding .................................................. .... 207
5.1 FedEx............................................. ............................................ 209
5.2 Samsung .................................................. ................................. 215
5.3 Cemex .................................................. ..................................... 224
5.4 IBM .................................................. .......................................... 232
5.5 Siemens .................................................. ................................... 239
5.6 Lanxess........................................... ........................................... 246
5.7 Lenovo .................................................. .................................... 249
5.8 Tata Steel............................................. ...................................... 261
Chapter 6
Beware of Branding Pitfalls .................................................. ............ 277
Pitfall No. 1: A Brand Is Something You Own............................ 278
Pitfall No. 2: Brands Take Care of Themselves ........................... 280
Pitfall No. 3: Brand Awareness vs. Brand Relevance................. 282
Pitfall No. 4: Don’t Wear Blinders ................................................ 285
Pitfall No. 5: Don’t Let Outsiders Do Your Job........................... 289
Chapter 7
Future Perspective....................................... ........................................ 297
7.1 Corporate Social Responsibility ............................................ 299
7.2 Branding in China .................................................. ................. 302
7.3 Design and Branding .................................................. ............ 314
7.4 Lovemarks and Brand Leadership........................................ 321
About the Authors........................................... .................................... 327
Bibliography...................................... .................................................. . 331
Company and Brand Index .................................................. .............. 343
Subject Index............................................. ........................................... 351

[bluemoon]

Hi,

Can anyone post a proj report on marketing of industrial goods (with special ref to s/w solns)...

I don't find much info on marketing of industrial goods proj.....

Pls help me....

[koki4348]

lovely post thanx alot and a gr8 job done by posting this..