TITLE

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

AUTHOR(S)
Schultz, Don E.; Schultz, Heidi F.
PUB. DATE
June 2000
SOURCE
Marketing Management;Summer2000, Vol. 9 Issue 2, p22
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
3498065

 

Related Articles

  • Brand audits reshaping images. Wentz, Laurel // Advertising Age International;Sep96, pI38 

    Addresses the efforts of marketers to find out the importance of brand names to consumers before developing a marketing strategy. Features of worldwide advertising print campaign of Alfred Dunhill; Live-for-the-moment theme of First Polaroid; Launching of test market in Great Britain for cameras...

  • Big brands fight back against private labels. Miller, Cyndee // Marketing News;1/16/95, Vol. 29 Issue 2, p1 

    Focuses on developments concerning the marketers' treatment of big-name brands in the United States. Private label rivals; Value of protecting the investments and brands; Consumer behavior.

  • The branding of Europe. Wheatley, Malcom // Management Today;Apr95, p66 

    Focuses on the marketing strategies employed for European brand name products. Fisherman's Friends' approach to export organization; McVities Group's approach to marketing management; Market for software and technology products in Europe.

  • Who says brands are dead? Ourusoff, Alexandra; Panchapakesan, Meenakshi // FW;9/1/93, Vol. 162 Issue 17, p40 

    Evaluates tabular information on brand name products' performances. Brand names; Products; Company; One-year change in value; Operating margin; Analgesics; Apparel; Brewing; Confectionery; Electronics; Food; Household; Luxury goods; Personal care products; Photography and toys; Soft drink and...

  • A look on the bright side of private label brands. Kelly, Paul J. // Advertising Age;1/10/1994, Vol. 65 Issue 2, p22 

    Opinion. Focuses on private label or store brands. Disposal of `pay to stay' brands which add to category spending and clutter; Persuasion of branded marketers to accelerate product innovation and improve customer satisfaction; Promotional expenditures and trade tactics; Need to understand why...

  • Brand news. Smith, Katie // Restaurant Hospitality;Sep94, Vol. 78 Issue 9, p118 

    Presents information on some brand name products available in the market. Includes brands of sausage patties; Jamaican marinade; Italian dishes; Griddle mixes; Pourable mustard; Mexican wings and drummies.

  • Battling no-names in brand land. Crown, Judith // Crain's Chicago Business;12/13/93, Vol. 16 Issue 50, p1 

    Reports on the brand name products industry in Chicago, Illinois. Market shares of various products; Gains by private-label goods; Effect on package goods companies; Development of innovative products with price premiums.

  • What's in a name? Romano, Catherine // Management Review;Aug96, Vol. 85 Issue 8, p25 

    Discusses marketing strategies for product brands. Measurement of consumer perception about a particular brand; Tie-in of corporate identity to brand; Comprehension of what the brand stands for. INSETS: Briefcase.;Conducting a corporate identity audit..

  • Shelf awareness. Belsie, Laurent // Christian Science Monitor;6/19/2000, Vol. 92 Issue 145, p11 

    Reports on the marketing of brand name products and the various reasons that people are drawn to purchase such products. INSET: Finding 'off-brand' bargains.

  • The road back. Pogoda, Dianne M. // WWD: Women's Wear Daily;10/1/1997, Vol. 174 Issue 65, p17 

    Focuses on Smart Co. consulting firm partners, Carol Fertig and Syndey Brooks' advice to retailers on ways to rebuild their brands. Examining the product for ways to make it modern; Considering changing the graphics; Reexamining distribution.

Share

Read the Article

Courtesy of VIRGINIA BEACH PUBLIC LIBRARY AND SYSTEM

Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics