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Business-to-Business Branding: Building the Brand Powerhouse

Published by: American Productivity & Quality Center

Published: Apr. 7, 2001 - 213 Pages


Table of Contents


Executive Summary
Chapter 1: Introduction, Profile of Participants, and Branding Self-Assessment
Chapter 2: Brand Architecture
Chapter 3: Cobranding
Chapter 4: Brand-Value Proposition/Brand Promise
Chapter 5: Integrated Brand Communication
Chapter 6: Measuring Success
Case Studies
  • Caterpillar Inc.
  • Cisco Systems
  • Dell Computer Corporation
  • Hewlett-Packard Corporation
  • Lucent Technologies
  • Rockwell Automation

Abstract

Examine emerging trends in business-to-business branding and uncover the characteristics of and requirements for success. Discover strategic ways to build powerful and enduring business-to-business brands in an increasingly competitive arena.

KEY FINDINGS

Brand Architecture

  • Effective business-to-business branding establishes a strong corporate or competency platform that supports multiple products and audiences and links to the organization's business strategies.
  • Business-to-business brands need high-level champions.
  • Brand architecture provides a solid but flexible framework for future growth, easing the introduction of new offerings and the absorption of acquisitions.
Co-branding
  • Strong business-to-business brands leverage their strength through co-branding relationships.
  • Co-branding relationships must be carefully developed and managed to ensure consistent and appropriate portrayal of the brand.
Development of Brand-Value Proposition or Brand Promise
  • The brand promise is not a catchy slogan or tag line. It must be grounded in customer needs and linked to value delivery.
  • Powerful brands create an enduring and compelling aura of leadership, authority, and uniqueness.
Integrated Brand Communication
  • The most important characteristics of brand communication are: sufficiency, consistency, stability, and focus.
  • Strong brands adapt and refine external communication elements over time but remain true to their heritage.
  • External brand communication must portray the brand's strength, image, and leadership across a variety of vehicles and audiences.
  • Great brands are built from the inside out.
Measuring Success
  • Success metrics must integrate multiple components of brand equity in a robust model encompassing qualitative, quantitative, and financial measurement.


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