How to Build a Billion Dollar Business-to-Business Brand

Schultz, Don E.; Schultz, Heidi F.
June 2000
Marketing Management;Summer2000, Vol. 9 Issue 2, p22
Best practice business-to- business firms build and maintain brands through: (1) well- planned brand structures and policies, including limiting number of brands, consistency across strategic business units, and senior management support; (2) formal development plans, including aligning brand and corporate strategy; a 3BO-degree view of all stakeholders' brand contacts, and clearly defined value propositions; [3] powerful communication programs based on differentiated communication and alignment of promises and marketplace performance; and (4) systematic brand equity measurement systems. INSET: Benchmarking Study.


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