B2B brand management

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 sophisticated way.

It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers.

As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.