'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.
'To structure and manage their portfolio of brands is one of the biggest challenges businesses face nowadays'. - Philip Kotler - Companies whose product offerings include multiple brands know that their brand and company reputation is a valuable asset. Yet what many of them may overlook is how important it is to customer to know what company is behind the brands they buy. Multi-brand companies can easily miss a valuable opportunity to use their brand reputation to bolster the reputation of their products, thereby creating one powerful multi brand strategy to help them build and protect corporate reputation and drive strong business results. In this publication, we present a new framework for B2B brand portfolio management and explore with two case studies the challenges in today's global market place. We will give first hand insights in this challenging task of managing multiple industrial brands with secondary and primary research. Managers, professors and students can get valuable knowledge from this publication.
This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a...
This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics...
Discover your next great read at BookLoop, Australiand online bookstore offering a vast selection of titles across various genres and interests. Whether you're curious about what's trending or searching for graphic novels that captivate, thrilling crime and mystery fiction, or exhilarating action and adventure stories, our curated collections have something for every reader. Delve into imaginative fantasy worlds or explore the realms of science fiction that challenge the boundaries of reality. Fans of contemporary narratives will find compelling stories in our contemporary fiction section. Embark on epic journeys with our fantasy and science fiction titles,
Shop Trending Books and New Releases
Explore our new releases for the most recent additions in romance books, fantasy books, graphic novels, crime and mystery books, science fiction books as well as biographies, cookbooks, self help books, tarot cards, fortunetelling and much more. With titles covering current trends, booktok and bookstagram recommendations, and emerging authors, BookLoop remains your go-to local australian bookstore for buying books online across all book genres.
Shop Best Books By Collection
Stay updated with the literary world by browsing our trending books, featuring the latest bestsellers and critically acclaimed works. Explore titles from popular brands like Minecraft, Pokemon, Star Wars, Bluey, Lonely Planet, ABIA award winners, Peppa Pig, and our specialised collection of ADHD books. At BookLoop, we are committed to providing a diverse and enriching reading experience for all.
Sign In
your cart
Your cart is empty
Menu
Search
PRE-SALES
If you have any questions before making a purchase chat with our online operators to get more information.
