Strategy and management of industrial brands: business to business ; products and services
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English French |
| Veröffentlicht: |
Boston, Mass. [u.a.]
Kluwer Acad.
2001
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVII, 398 S. |
| ISBN: | 0792379705 |
Internformat
MARC
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| 100 | 1 | |a Malaval, Philippe |e Verfasser |4 aut | |
| 240 | 1 | 0 | |a Stratégie et gestion de la marque idustrielle. |
| 245 | 1 | 0 | |a Strategy and management of industrial brands |b business to business ; products and services |c by Philippe Malaval |
| 264 | 1 | |a Boston, Mass. [u.a.] |b Kluwer Acad. |c 2001 | |
| 300 | |a XVII, 398 S. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Industrie |2 gtt | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Merken |2 gtt | |
| 650 | 4 | |a Industrial marketing |v Case studies | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategische Planung |0 (DE-588)4309237-8 |2 gnd |9 rswk-swf |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-009335792 | ||
Datensatz im Suchindex
| _version_ | 1804128474675281920 |
|---|---|
| adam_text | i
i
t
j Contents
f
! Preface xiii
j Chapter 1
Development of the Concept of Brands 1
1. Brands : from their origins to complexity 1
1.1 The origins of brands ]
1.2 Brand old, brand new 5
1.3 The growing sophistication of brand policy 6
2. The evolving status of brands 7
! 3. The brand, a tool with ever widening applications 10
3.1 The increasing need for symbolic value 10
3.2 New applications 10
X Chapter 2
The Role of the Brand in the Industrial Purchase 15
1. The industrial purchase 15
1.1 Derived demand 16
1.2 Buying process phases and the supplier brand 17
1.3 Supplier brand influence on the purchasing decision process 21
1.4 Influence of the brand on the buying center 23
1.5 Members of the buying center 24
1.6 The three buying situations 26
1.7 The active role of the customer and the development of purchase marketing 30
2. Main motivation of buyers 33
2.1 Reduction of perceived risk 34
2.2 Decision criteria 39
2.3 Buying center members motivations 42
vi Contents I
Chapter 3
The Characteristics of Business to Business Communication 51 ;
1. Communication policy 51 f
1.1 Communication objectives 52
1.2 Choosing targets and establishing the budget 53
1.3 Evaluating measures 55
2. Different kinds of communication 55
2.1 Corporate communication 55
2.2 Brand communication 56
2.3 Product communication 57 1
2.4 Collective communication 58 r
2.5 In house communication 58
3. Targeted communication 60
3.1 Key accounts 61
3.2 Members of the buying center 61 r
4. Use of specialized media 63
4.1 The sales force 64
4.2 Trade shows 65
4.3 The trade press 67 f
4.4 Sales document 68
4.5 Promotional techniques 70
4.6 Public relations and lobbying 73 i
4.7 Other business to business communication tools 76
5. Using the mass media 77
6. The Intel communication strategy 79
/ V Chapter 4
The Brand and its Mechanisms 85
1. Brand awareness and attention 87
1.1 Different brand awareness levels 87
1.2 Awareness, a quantitative tool for evaluating the brand 88
1.3 Attention: adapting to the industrial context 89
2. The role of innovation in brand image 90
2.1 Image, a qualitative tool for evaluating the brand 90
2.2 Innovation objectives 92
2.3 The effect of innovation on the image 92
3. Brand associations 94
3.1 The mental association process 94
3.2 The characteristics of associations 95
4. Loyalty 96
4.1 The objectives of loyalty 96
4.2 The different levels of loyalty 97
Contents vii
^ Chapter 5
Brand Functions 101
1. Brands functions for the company 102
1.1 Fundamental objectives 102
1.2 Intermediary objectives 104
1.3 The final objectives 106
2. Brand functions for the customer 107
2.1 The function of identification and indication 108
2.2 The function of economizing time and effort 109
2.3 The safety and guarantee function 110
2.4 The symbolic function 11 ]
2.5 The function of variety seeking amusement 112
3. The role of performance facilitator 113
3.1 Analysis of what the customer company expects from the brand 114
3.2 Towards the classification of supplier brands by performance type 117
3.3 Classification of supplier brands by performance type 118
3.4 The industrial brand and its triple role of performance facilitator 121
Chapter 6
Purchaseability and Visibility of Industrial Brands 125
1. How do industrial brands reach the final customer? 125
1.1 Industrial brands: reaching consumers through the product 126
1.2 Industrial brands: reaching consumers through communication 126
1.3 Industrial brands: reaching consumers through a change in strategy 127
2. The purchaseability concept 128
2.1 The main levels of purchaseability 128
2.2 Factors explaining purchaseability 130
3. The visibility concept 132
3.1 The different levels of product visibility 132
3.2 Factors explaining brand visibility on products 134
3.3 A communication strategy for greater brand visibility 137
4. High visibility for Scotchgard® brand (3M) 142
4.1 A heavy weight consumer advertising campaign across Europe 142
4.2 What kind of message? 142
4.3 Making the invisible, visible: communication program 143
4.4 Fast track to success 144
Chapter 7
Industrial Brand Classification 145
1. Classification of industrial brands using traditional methods 145
1.1 Classification based on the main brand functions 145
viii Contents I
1.2 Classification according to the use of goods 146
1.3 Classification of brands according to products or services 147
2. Classification of industrial brands according to brand portfolio
management 149
2.1 Companies using mainly the corporate brand 149
2.2 Companies with an extensive portfolio of industrial brands 151
2.3 Different policies for the creation of brand names 157 [
Elan Informatique Text To Speech 158
Presentation of Elan Informatique 158
From suggestive to descriptive brands 159
Branding at Elf Atochem 162
3. Classification according to brand visibility and purchaseability 168
4. Combined approach for classifying industrial goods 170
5. Aeronautics sector brands 173
5.1 Family name corporate brands 173 ;
5.2 Evocative product brands 173
5.3 Product brand with a technical dimension 176
Chapter 8 r
Creating and Protecting Business to Business Brands 179
1. Creating brands 179
1.1 Creating and choosing a name 181 i
What about the brand names of brand creation agencies ? 181 ,
1.2 Intel and its brands 184
1.3 Search for precedence 185
1.4 The case of international brands 186
2. A new corporate name for an established company: Vivendi 188
2.1 Why a new name for the Compagnie Generate des Eaux ? 188
2.2 Anatomy of the name 189
2.3 Steps in the name search 190
2.4 Summary of the market study per country (opinion leaders) 191
2.5 Vivendi: our 7 values 193
2.6 Nomen: the creator of the same 194
3. Brand protection and counterfeiting 195
3.1 Patenting 196
3.2 Different patenting possibilities 197
3.3 Brand protection means 199
3.4 Brands and the Internet 204
Chapter 9
The Logotype and the Visual Identity Code 207
1. The essential role of the logotype 207
Contents ix
A new logo for Michelin s Centenary Anniversary 210
2. Classification of different logotypes 212
2.1 Logos to read or explicit logos 212
The Valeo logo 213
2.2 Logos to see or icotypes 215
3. Slogans and brand signatures 218
3.1 Slogans 218
3.2 Jingles 220
4. The visual identity code 221
Chapter 10
Managing the International Brand 223
1. Global brand strategy 225
1.1 The trend towards the internationalization of industrial brands 225
Lexic by Legrand: a federating product brand 226
Defining a new distribution protection range 226
Creating Lexic. an international product brand 227
Brand identity: the importance of symbol 228
Launching the Lexic brand 229
1.2 Factors favoring the adoption of a global strategy 230
Air Liquide: the global strategy of a world leader 232
Customer convenience and performance improvement policy 233
Corporate identity harmonization 234
International brand management: the international image identity guide 241
World advertising campaign 242
1.3 Precautions and limits of a global strategy 244
1.4 Brand globalization levels 246
Sodexho Marriott: adopting a worldwide identity 247
First step: creating a new visual identity 248
Second step: shifting to a new unique global brand 250
Internal branding 251
2. Local brand strategy 254
2.1 Factors favoring a local brand strategy 254
Saint Gobain Containers: a local brand strategy 255
Introducing the Saint Gobain group 255
Saint Gobain Containers: a local brand strategy so as to be near customers 256
2.3 The different levels of local brand strategy 258
2.4 Local brand strategy limitations 259
Chapter 11
Entering Goods Brands: The Development of Co Branding 261
x Contents
1. Purchaseability and visibility of entering goods 261
2. Technical partnership first 262
3. Co branding development: a visibility based strategy 262
4. Gore Tex®: a partner brand, from innovation to quality
control of the customer product 264
4.1 Facilitating technical performance 265
4.2 Facilitating commercial performance 267
5. Lycra® only by DuPont: a commercial and technical
partnership 270
5.1 Du Pont de Nemours company and its Lycra® brand 270
5.2 Lycra® only by DuPont: a reference brand for the supply chain 270
Chapter 12
Brands of Intermediary Equipment Goods 277
1. Brands of intermediary equipment goods 277
2. Valeo: custom made spare parts, from the drawing board to
final packaging 278
2.1 Presentation of Valeo and its different activities 278 i
2.2 The Valeo brand: technical facilitator in design, innovation and production 280
2.3 Taking into account the needs of the manufacturer customer and the final
consumer 280
2.4 Innovation 281
2.5 Examples of Valeo s technical contribution and innovations 282
2.6 Valeo s contribution to customer service 287
3. Brand portfolio management of Zodiac: brands organized by
sector 288
3.1 History 288
3.2 Activities of the Zodiac group today 289
3.3 Brand policy 290
4. The Intel case: from technology to advertising, a true
partnership 293
4.1 History of the Intel brand 293
4.2 Intel today 295
4.3 Partners in technical improvement and innovation: an absolute necessity 296
Chapter 13
Equipment Goods Brands 301
1. Purchaseability and visibility of equipment goods brands 301
2. Different types of performance facilitators 303
3. Xerox: a reference brand in document management 304
Contents xj
3.1 Innovating for greater customer productivity 305
3.2 A portfolio of equipment brands aimed at technical performance 306
3.3 The presence of the brand extended to services 307
3.4 The presence of the brand on consumables 308
4. Fruehauf: Rock Runner, Speed Slider... evocative product
brands 309
4.1 Review of the group s history 309
4.2 Managing the portfolio of trailer truck product brands 311
4.3 Fruehauf, a facilitator brand for technical and sales performance 314
5. Latecoere: technical partnership and its own products 318
5.1 The rise of Latecoere 318
5.2 Latecoere, technical performance facilitator brand 319
5.3 Sales performance facilitation 324
6. Kimberly Clark: contributing to customer image 325
7. Tetra Pak brand: Much more than the package 329
7.1 Tetra Laval: a corporate brand 329
7.2 Packaging product brands: Tetra Pak, facilitating sales performance 330
7.3 Tetra Pak, a processing and equipment brand: facilitating technical
performance 334
8. Airbus: Setting the Standards 337
8.1 The Airbus brand policy 337
8.2 Airbus: facilitating performance 340
Chapter 14
Business to Business Service Brands 345
1. The main characteristics of professional services 345
2. The purchaseability and visibility of professional service brands 347
3. A closer look at temporary work service companies 351
4. Professional service brands: facilitating performance 353
5. Andersen Consulting: the art of knowing how to orchestrate
talents 354
6. EDS: a service brand directed at customer productivity 356
6.1 EDS activities 357
6.2 The brand s commitment to customer performance 357
7. Microsoft: How far will you go? 359
7.1 Microsoft®: an institution and a brand of products 360
7.2 Microsoft®: a brand serving customer performance 361
Chapter 15
Industrial Distributor Brands 365
xii Contents
1. The supply of industrial distributor branded products 365
1.1 Entering goods 366
1.2 Equipment goods 368
1.3 Services 370
2. The industrial supply of finished products or entering goods
for consumer goods distributors 370
2.1 Finished products stamped with the consumer goods distributor brand 371
2.2 Entering goods incorporated into finished products stamped with retail
distributor brands 372
2.3 Hidden brand finished goods 373
Conclusion 375
Bibliography 379
Subject index 385
Index of brands and companies 389
|
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| genre_facet | Fallstudiensammlung |
| id | DE-604.BV013661968 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-09T18:49:49Z |
| institution | BVB |
| isbn | 0792379705 |
| language | English French |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009335792 |
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| spelling | Malaval, Philippe Verfasser aut Stratégie et gestion de la marque idustrielle. Strategy and management of industrial brands business to business ; products and services by Philippe Malaval Boston, Mass. [u.a.] Kluwer Acad. 2001 XVII, 398 S. txt rdacontent n rdamedia nc rdacarrier Industrie gtt Marketing gtt Merken gtt Industrial marketing Case studies Marketing (DE-588)4037589-4 gnd rswk-swf Strategische Planung (DE-588)4309237-8 gnd rswk-swf Industrie (DE-588)4026779-9 gnd rswk-swf (DE-588)4522595-3 Fallstudiensammlung gnd-content Industrie (DE-588)4026779-9 s Marketing (DE-588)4037589-4 s Strategische Planung (DE-588)4309237-8 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009335792&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Malaval, Philippe Strategy and management of industrial brands business to business ; products and services Industrie gtt Marketing gtt Merken gtt Industrial marketing Case studies Marketing (DE-588)4037589-4 gnd Strategische Planung (DE-588)4309237-8 gnd Industrie (DE-588)4026779-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4309237-8 (DE-588)4026779-9 (DE-588)4522595-3 |
| title | Strategy and management of industrial brands business to business ; products and services |
| title_alt | Stratégie et gestion de la marque idustrielle. |
| title_auth | Strategy and management of industrial brands business to business ; products and services |
| title_exact_search | Strategy and management of industrial brands business to business ; products and services |
| title_full | Strategy and management of industrial brands business to business ; products and services by Philippe Malaval |
| title_fullStr | Strategy and management of industrial brands business to business ; products and services by Philippe Malaval |
| title_full_unstemmed | Strategy and management of industrial brands business to business ; products and services by Philippe Malaval |
| title_short | Strategy and management of industrial brands |
| title_sort | strategy and management of industrial brands business to business products and services |
| title_sub | business to business ; products and services |
| topic | Industrie gtt Marketing gtt Merken gtt Industrial marketing Case studies Marketing (DE-588)4037589-4 gnd Strategische Planung (DE-588)4309237-8 gnd Industrie (DE-588)4026779-9 gnd |
| topic_facet | Industrie Marketing Merken Industrial marketing Case studies Strategische Planung Fallstudiensammlung |
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