- Afhalen na 1 uur in een winkel met voorraad
- Gratis thuislevering in België vanaf € 30
- Ruim aanbod met 7 miljoen producten
- Afhalen na 1 uur in een winkel met voorraad
- Gratis thuislevering in België vanaf € 30
- Ruim aanbod met 7 miljoen producten
Strategy and Management of Industrial Brands
Business to Business - Products & Services
Philippe Malaval
Hardcover | Engels
€ 151,45
+ 302 punten
Uitvoering
Omschrijving
Preface. 1: Development of the Concept of Brands. 1. Brands: from their origins to complexity. 2. The evolving status of brands. 3. The brand, a tool with ever-widening applications. 2: The Role of the Brand in the Industrial Purchase. 1. The industrial purchase. 2. Main motivation of buyers. 3: The Characteristics of Business to Business Communication. 1. Communication policy. 2. Different kinds of communication. 3. Targeted communication. 4. Use of specialized media. 5. Using the mass media. 6. The Intel communication strategy. 4: The Brand, its Mechanisms. 1. Brand awareness, attention. 2. The role of innovation in brand image. 3. Brand associations. 4. Loyalty. 5: Brand Functions. 1. Brands functions for the company. 2. Brand functions for the customer. 3. The role of performance facilitator. 6: Purchaseability, Visibility of Industrial Brands. 1. How do industrial brands reach the final customer? 2. The `purchaseability' concept. 3. The visibility concept. 4. High visibility for Scotchgard(R) brand (3M). 7: Industrial Brand Classification. 1. Classification of industrial brands using traditional methods. 2. Classification of industrial brands according to brand portfolio management. Elan Informatique `Text-To-Speech'. Branding at Elf Atochem. 3. Classification according to brand visibility, purchaseability. 4. Combined approach for classifying industrial goods. 5. Aeronautics, sector brands. 8: Creating, Protecting Business to Business Brands. 1. Creating brands. What about the brand names of brand creation agencies? 2. A new corporate name for an established company: Vivendi. 3. Brand protection, counterfeiting. 9: The Logotype, the Visual Identity Code. 1. The essential role of the logotype. 2. Classification of different logotypes. The Valeo logo. 3. Slogans, brand signatures. 4. The visual identity code. 10: Managing the International Brand. 1. Global brand strategy. Lexic by Legrand: a federating product-brand. Air Liquide: the global strategy of a world leader. Sodexho-Marriott: adopting a worldwide identity. 2. Local brand strategy. Saint-Gobain Containers: a local brand strategy. 11: `Entering Goods' Brands: The Development of Co-Branding. 1. `Purchaseability', visibility of `entering goods'. 2. Technical partnership first. 3. Co-branding development: a visibility-based strategy. 4. Gore-Tex(R) a partner brand, from innovation to quality control of the customer product. 5. Lycra(R) only by DuPont: a commercial, technical partnership. 12: Brands of Intermediary Equipment Goods. 1. Brands of intermediary equipment goods. 2. Valeo: custom-made spare parts, from the drawing board to final packaging. 3. Brand portfolio management of Zodiac: brands organized by sector. 4. The Intel case: from technology to advertising, a true partnership. 13: Equipment Goods Brands. 1. Purchaseability, visibility of equipment goods brands. 2. Different types of performance facilitators. 3. Xerox: a `reference'
Specificaties
Betrokkenen
- Auteur(s):
- Uitgeverij:
Inhoud
- Aantal bladzijden:
- 420
- Taal:
- Engels
Eigenschappen
- Productcode (EAN):
- 9780792379706
- Verschijningsdatum:
- 31/01/2001
- Uitvoering:
- Hardcover
- Formaat:
- Genaaid
- Afmetingen:
- 159 mm x 240 mm
- Gewicht:
- 798 g
Alleen bij Standaard Boekhandel
+ 302 punten op je klantenkaart van Standaard Boekhandel
CADEAU
Beoordelingen
We publiceren alleen reviews die voldoen aan de voorwaarden voor reviews. Bekijk onze voorwaarden voor reviews.