The power of industrial brands: an effective route to competitive advantage
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London u.a.
McGraw-Hill
1994
|
| Schriftenreihe: | McGraw-Hill marketing for professional series
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIII, 178 S. Ill. |
| ISBN: | 007707839X |
Internformat
MARC
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| 100 | 1 | |a Hague, Paul N. |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a The power of industrial brands |b an effective route to competitive advantage |c Paul Hague and Peter Jackson |
| 264 | 1 | |a London u.a. |b McGraw-Hill |c 1994 | |
| 300 | |a XIII, 178 S. |b Ill. | ||
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| 338 | |b nc |2 rdacarrier | ||
| 490 | 0 | |a McGraw-Hill marketing for professional series | |
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| 650 | 4 | |a Branding (Marketing) | |
| 650 | 4 | |a Industrial marketing |x Management | |
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Datensatz im Suchindex
| _version_ | 1804124377094029312 |
|---|---|
| adam_text | Contents
Preface xi
SECTION ONE: INDUSTRIAL BUYING BEHAVIOUR 1
X1 What makes people buy industrial products? 3
Characteristics of industrial markets 3
Industrial markets and the wide variety of products 4
The complexity of the industrial buying decision 6
*The rational industrial buyer 6
Multiple sourcing in industrial markets 8
iThree factors which influence most industrial buying
decisions 8
Inertia and trust, and their role in the buying decision 10
Consideration sets 12
Commodities and differentiated products 13
Branding at work in a commodity market 15 V
Summary 16
SECTION TWO: BRANDS AND INDUSTRIAL
MARKETS 19
2 The awareness and associations of a brand 21
Brand awareness 21
Brand recall 23
Brand association 24
Building brand associations 27
The role of the logo 28
Summary 29
3 Brands, brand values and brand image 31
What is a brand? 31
Branding products and branding companies 33
Business strategy and branding 35
Brand values 36
Brands and image 38
vl Contents
The benefits of a strong brand image 40
The benefits to the customer of branding 41
Summary 42
4 Sub brands and brand extensions 44
Model names and sub brands 44
Sub brands can grow from products which were first
Vi in their field 47
Specified products lend themselves to sub brands 47
Building sub brands brings its own problems 47
Brand extensions and their relevance in industrial
markets 48
Summary 51
) 5 The role of brands in industrial marketing 52
Creating trust, confidence and comfort through branding 52
Brands versus personalized business ^3
/ Brands give promotions a focus 54
Brands encourage buying 5 $
Brands give status $
Brands make it easy to buy 57
^Brands block out all others 58
¦^Brands make buying safe 59
Using brands for joint ventures and licensing 60
Using brands for pulling demand downstream 60
Summary 61
SECTION THREE: ANALYSING BRANDS 63
6 Stripping back to the core values 65
v Core values—finding out what they are 65
Internal analysis 66
Qualitative market research 68
Group discussions 70
Depth interviews 74
Customers as a source of information 75
Potential customers as a source of information 75
Distributors, specifiers and installers 77
Other interested parties 78
Summary 7
7 Measuring brands 80
Why measure brands? 80
What to measure 82
Who to measure 90
Contents vii
Managing the research 93
What does it all mean? 94
Summary 96
SECTION FOUR: BUILDING INDUSTRIAL BRANDS 97
8 Creating and changing brands 99
Launching brands 99
Planning a brand 100
Aims of branding 101
Developing brand values 102
The importance of a brand name 105
Choosing a name 106
Different types of names 109
Logos 112
Changing a name 112
Summary 115
9 The marketing mix and building a brand 117
Brand promotion 117
Branding promotion methods 118
Promotional planning 125
Summary 127
XlO Using service to build brands 129
What is service? 129
Service and branding 132
Service and differentiation 133
Service and added value 137
Branding personal services 138
Managing service expectations through branding 139
Service planning 139
Summary 140
SECTION FIVE: BRAND MANAGEMENT 143
11 Caring for brands 145
Brand responsibilities 145
Corporate or decentralized branding strategies 146
Reviewing a branding strategy 148
Branding objectives and guidelines 149
.Internal branding 151
The control of corporate designs 151
The development of new products under the corporate
umbrella 153
Summary 154
viii Contents
12 Revitalizing flagging brands 156
Factors stopping a company from responding to threats 157
Brands which flag because they are nor supported by
promotion 158
Brands which flag because they get stuck in a time warp 159
Brands which flag because they come under competitive
threat 161
Impossible problems 164
Summary 164
13 Valuing brands 166
The real monetary value of brands 166
Goodwill and the value of brands 167
Capitalizing the value of brands 169
Problems of capitalizing the value of brands 170
Procedures for valuing brands 171
Summary 172
Further reading 173
Index 175
L
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| institution | BVB |
| isbn | 007707839X |
| language | English |
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| physical | XIII, 178 S. Ill. |
| publishDate | 1994 |
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| series2 | McGraw-Hill marketing for professional series |
| spelling | Hague, Paul N. Verfasser aut The power of industrial brands an effective route to competitive advantage Paul Hague and Peter Jackson London u.a. McGraw-Hill 1994 XIII, 178 S. Ill. txt rdacontent n rdamedia nc rdacarrier McGraw-Hill marketing for professional series Merken gtt Branding (Marketing) Industrial marketing Management Product management Fabrikmarke (DE-588)4124891-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Fabrikmarke (DE-588)4124891-0 s Markenpolitik (DE-588)4144679-3 s DE-604 Jackson, Peter Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006629299&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hague, Paul N. Jackson, Peter The power of industrial brands an effective route to competitive advantage Merken gtt Branding (Marketing) Industrial marketing Management Product management Fabrikmarke (DE-588)4124891-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4124891-0 (DE-588)4144679-3 |
| title | The power of industrial brands an effective route to competitive advantage |
| title_auth | The power of industrial brands an effective route to competitive advantage |
| title_exact_search | The power of industrial brands an effective route to competitive advantage |
| title_full | The power of industrial brands an effective route to competitive advantage Paul Hague and Peter Jackson |
| title_fullStr | The power of industrial brands an effective route to competitive advantage Paul Hague and Peter Jackson |
| title_full_unstemmed | The power of industrial brands an effective route to competitive advantage Paul Hague and Peter Jackson |
| title_short | The power of industrial brands |
| title_sort | the power of industrial brands an effective route to competitive advantage |
| title_sub | an effective route to competitive advantage |
| topic | Merken gtt Branding (Marketing) Industrial marketing Management Product management Fabrikmarke (DE-588)4124891-0 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Merken Branding (Marketing) Industrial marketing Management Product management Fabrikmarke Markenpolitik |
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