Free Ebook - The Power Of Industrial Brands
There have been millions of words written on the subject of branding, but they nearly all relate to consumer products and markets. This is hardly surprising in the light of the megabucks spent on brands by firms like Coca-Cola, Cambell’s, McDonald’s and Levi’s. However, for most managers of businesses, the strategies of the branding gurus are as remote as the sums of money which the big brands spend on advertising. A manufacturer of printing presses in Manchester, a supplier of automotive components in Birmingham or an office equipment supplier in London will find little relevance in the branding theories because they are not written with them in mind.
This new e-book is written for managers whose customers are other businesses. Their products (or services) are not consumed in the High Street but are bought by other companies to help in their own output. This is the field of industrial and business-to-business marketing. This book has been written to show that branding is as appropriate for a company pressing metal pieces as it is for Pepsi Cola. It will work for a manufacturer of industrial hose just as it does for Honda. In fact, branding is working already for industrial companies but not with the efficiency it could. Many industrial companies have customers they have supplied for years. These loyal customers buy more than products; they buy trust, friendship, reliability and any number of other intangibles which have a value. Few buyers would change their supplier just because someone knocks on their door offering the same goods for 10 per cent less. The premium which a product enjoys over and above its commodity price, is directly attributable to the benefits the customer believes they obtain as a result of buying from that company. That difference lies in branding.
Each week we will be publishing a new chapter in PDF format on this blog, and also in audio podcast format on our podcast website - www.themarketresearchpodcast.com.
Paul Hague - Author of “The Power Of Industrial brands”
To download the PDFs click on the links below:
The Power Of Industrial Brands - Full PDF Download
Preface & Chapter 1 - How Do People Buy Industrial Products
Chapter 2 - The Awareness And Associations Of A Brand
Chapter 3 - Brands, Brand Values And Brand Image
Chapter 4 - Sub Brands And Brand Extensions
Chapter 5 - The Role Of Brands In Industrial Marketing
Chapter 6 - Stripping Back To The Core Values
Chapter 7 - Measuring Brands
Chapter 8 - Creating And Changing Brands
Chapter 9 - The Marketing Mix And Building A Brand
Chapter 10 - Using Service To Build Brands
Chapter 11 - Caring For Brands
Chapter 12 - Revitalizing Flagging Brands
Chapter 13 - Valuing Brands
To listen to the podcasts, click below:
Podcast: Preface & Chapter 1 - How Do People Buy Industrial Products
Podcast: Chapter 2 - The Awareness And Associations Of A Brand
Podcast: Chapter 3 - Brands, Brand Values And Brand Image
Podcast: Chapter 4 - Sub Brands And Brand Extensions
Podcast: Chapter 5 - The Role Of Brands In Industrial Marketing
Podcast: Chapter 6 - Stripping Back To The Core Values
Podcast: Chapter 7 - Measuring Brands
Podcast: Chapter 8 - Creating And Changing Brands
Podcast: Chapter 9 - The Marketing Mix And Building A Brand
Podcast: Chapter 10 - Using Service To Build Brands
Podcast: Chapter 11 - Caring For Brands
Podcast: Chapter 12 - Revitalizing Flagging Brands
Podcast: Chapter 13 - Valuing Brands
For more information on branding click here.
