... book on B2B brand management will pro-
vide even the most experienced business manger with a new way of
looking at B2B branding. It provides proven case studies that bring
B2B brand management ... applied
branding and brand management decades ago to adapt to these
changes. Many Business-to-Business (B2B) companies still regard
such effort as irrelevant for them. Recently...
... fundamental branding basics and concepts that are
relevant in B2B markets.
Time
Company
Success
Branding
Dimensions
B2B Branding
Decision
Acceleration
Through
Branding
Success
Stories
Branding
Pitfalls
... hybrid forms, generally
cut into subbrands and endorsed brands.
Same
Identity
Different
Identity
Branded
House
Subbrands
Endorsed
Brands
House of
Brands
Brand Relationsh...
... Brand Distinction 91
Table 2. Comparison of the Generic Branding Options
31
Brand Strategy Pro Contra
Corporate
Brand
xWidest and most efficient use of
time, resources and brand invest-
ments
xHighest ... (synergy effect).
xUse of brand- related
interconnections.
xPossible brand dilution.
xLimitations for product
positioning.
Brand
Width
Product
Brand
xProduct-sp...
... following five steps: brand planning, brand analysis,
brand strategy, brand building, and brand audit (see Fig. 40).
4.1 Brand Planning
Since brand targets create long-term results, brand planning ... and Family Branding.
x The most common brand strategy in B2B is a corporate brand
in combination with a few product brands. But also, Ingredient
Branding as a form of...
... Advantage of Corporate Brand Name
The Lenovo brand became a corporate brand and a master product
brand. The role of the Lenovo corporate brand, like many corporate
brands, is first to provide ...
this new branding theme, Lenovo positions its brand as: integrity,
innovation, professional service and easiness.
70
The Lenovo Brand s Role Pre-acquisition: Corporate
Brand vs. Subbr...
... opinion, B2B branding and brand management will become
increasingly significant. Some even argue that the future of brands
is the future of business and that sooner or later, the brand will ... determine its own brand identity.
The essence is to learn from failed branding efforts of B2B compa-
nies that jumped into branding without considering the whole
range of brand creati...
... LUXURY BRAND MANAGEMENT
18
Pajaree KASEMSANT
kasemsant.pajaree@gmail.com
Nationality : Thai
CAREER OBJECTIVE
An international position in luxury brand management ... Masterbrand Visual Identity with comprehensive equity guidelines for consistent
visualization of key brand elements worldwide.
Created Lux Masterbrand Perfect Store visual guideli...
... following five steps: brand planning, brand analysis,
brand strategy, brand building, and brand audit (see Fig. 40).
4.1 Brand Planning
Since brand targets create long-term results, brand planning ... and Family Branding.
x The most common brand strategy in B2B is a corporate brand
in combination with a few product brands. But also, Ingredient
Branding as a form of...