An effective route to competitive advantage
by Paul N. Hague and Peter Jackson

The industrial brand is a powerful tool; with creativity and supported by research it can lead to increased business, improved customer loyalty and greater profitability.

Is this a potential your industrial or business-to-business organisation is failing to realise?

The Power of Industrial Brands leads industrial branding out of the shadow of its consumer counterpart, highlighting the important differences between industrial and consumer branding. This distinction will enable you to get to grips with the application of branding in an industrial company. In industry, it is the company's name that holds the key – it is the embodiment of your customer's perception of your product, price, delivery and quality of your total service.

Based on the authors' 25 years of experience as marketing consultants to industrial companies, this book takes an entirely practical line, guiding you through each stage of the process to reveal:

· how to create and build brands
· how to choose effective names
· how to promote a brand
· how to build in service and customer care
· how to continue to gain the maximum long-term value from branding

Taking branding seriously is no longer an option for industrial managers; it is essential for underpinning effective marketing and leading the way to competitive advantage. This book offers a workable strategy for building an active and dynamic brand.

Published by McGRAW-HILL

To order this publication please contact +44 (0)161 440 6000 or visit www.amazon.com