B to B branding

Contributor(s):

Material type: Text

TextLanguage: English Publication details: De Boeck, 2014Description: 206 p. ; 24 cmISBN:

9782804184636

Subject(s):

Summary: BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. ; Consequently, one of the main goals of this book is to provide companies, schools and universities support to better promote their brands. Many organizations are subcontractors depending on their ability to win request for proposals. Without a brand strategy, the candidate company stays invisible in the value chain: no name, no gain! The challenge for organizations is to win the 'battle for visibility' in order to put an end to their anonymity status (simple technical partner). From then on, they have to create value through a fitted professional branding policy.

Holdings ( 3 )
Title notes ( 1 )

Holdings
Item type	Current library	Call number	Status	Barcode
Recommended bibliography book	TBS Barcelona	HF5415.1255 MAL (Browse shelf(Opens below))	Available	B03887
Recommended bibliography book	TBS Barcelona	HF5415.1255 MAL (Browse shelf(Opens below))	Not for loan	B03888
Recommended bibliography book	TBS Barcelona	HF5415.1255 MAL (Browse shelf(Opens below))	Available	B03886

BtoC brands have already reached a maturity stage while BtoB brands remain in a fast-growing stage, both in terms of marketing & brand manager positions and in terms of allocated budgets for brand promotion. ; Consequently, one of the main goals of this book is to provide companies, schools and universities support to better promote their brands. Many organizations are subcontractors depending on their ability to win request for proposals. Without a brand strategy, the candidate company stays invisible in the value chain: no name, no gain! The challenge for organizations is to win the 'battle for visibility' in order to put an end to their anonymity status (simple technical partner). From then on, they have to create value through a fitted professional branding policy.