This text explains the importance of branding and explores how an understanding of the unique functions of an industrial brand can form the basis of successful marketing. The book illustrates how utilizing a brand image can help build market share, improve margins and achieve faster stock turn-around.
The authors offer practical advice on how to measure, understand and successfully exploit the power of the brand in industrial marketing. Overall, this book provides: an insight into what makes an industrial brand
a background of the differences between consumer and industrial marketing
and practical suggestions on how to build an industrial branding strategy.