By Philippe Malaval (auth.)
Strategy and administration of commercial Brands is the 1st ebook dedicated to business-to-business services and products.
Looking at a variety of businesses, this booklet defines model goals which are particular to the economic and repair sectors and which needs to be extra to the conventional capabilities of branding: the minimization of hazard as perceived through dealers, and the facilitation of the buyer company's functionality by means of the provider model.
Different methods of classifying manufacturers are recommended, supplying a greater realizing of name ideas followed by means of business-to-business businesses, in addition to new innovations resembling model `printability', `visibility', and `purchaseability'.
Five significant model different types are handled in separate chapters:
-entering items manufacturers;
-intermediary apparatus items manufacturers;
-equipment items manufacturers;
-business-to-business provider manufacturers; and
-industrial distributor manufacturers.
From a realistic viewpoint, the purpose of the e-book is to handle the most issues of managers: tips on how to create and safeguard manufacturers? What form of visible identification is suitable? find out how to deal with foreign manufacturers?
An research of 1,500 commercial manufacturers in addition to forty case experiences are integrated during this booklet. those manufacturers are utilized in either the commercial (automotive, construction, aeronautics, IT, etc.) and shopper sectors (clothing, electronics, foodstuff packaging, telecommunications, etc.).
This publication has been written for professors and scholars of universities and company faculties, in addition to managers and folks operating in or the provider region.
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Extra info for Strategy and Management of Industrial Brands: Business to Business Products and Services
Sample text
The first implication is a strong dependence with regard to the derived demand. Within a channel, the manufacturer depends on a customer who, in tum, depends on his customer and so on. This can be defined as a vertical channel of operators ranging from the extraction of raw materials to the manufacturer of an end product. A drop in activity in a given sector has repercussions on all the suppliers concerned. It must be said that this dependence is often aggravated by the fact that industrial companies are often not very diversified.
I Phase 1: Anticipation and Recognition of Need • Phase 2: Detennination of Characteristics and Quantities to be Bought Phase 3: Detailed Description c:A Characteristics and Quantities to be Bought Phase 4: Search for and Qualification of Potential Sources I Phase 5: Acquisition and Analysis of Proposals • • Phase 6: Evaluation of Proposals and Selection of Suppliers I Phase 7: Selection of an Order Routine I Phase 8: Feedback on Perfonnanee Evaluation Figure 2. Potential supplier brand influence on the purchasing decision process 8 2.
BtoB Brands ________________________________ Figure 6. Evolutionary cycle of brands If an analogy is made with the life cycle of products, brands are not going through the same phase in the main areas of application. While consumer brands are in a mature, or even declining phase, industrial brands, for their part, are fast-expanding, and business service brands are just taking off. Strategy and Management ofIndustrial Brands 14 Furthermore, it is possible that the latest changes in the consumer market, which are just beginning to happen in business to business, could in the future, be a factor in the industrial brand sector with, for example, the growth of industrial distributor brands3 • In spite of certain similarities between industrial and consumer brands, the importance of the brand in terms of buying behavior differs significantly according to whether the purchase is made by an individual consumer or a company.