The term brand originated from the distinctive mark left by a scorching hot iron on the rump of cattle. The branded cattle were instantly recognisable from the symbol they carried. It wasn’t long before companies saw the opportunities for using similar kinds of marks to make their own products instantly recognisable to their target audiences. The logo was born.

This week’s Podcast looks at the subject of branding. Written by Paul Hague, Managing Director of B2B International Ltd, the Podcast covers the following topics:

· What does the term brand mean in industrial markets?

· Why should we be interested in branding in industrial and business to business markets?

· What effect does a brand have on most industrial buying decisions?

· How do you measure the value of a brand in industrial markets?

· How can companies be positioned to achieve a sustainable competitive advantage from their brand names?

For more information on this area or for more white papers, please visit our company website at www.b2binternational.com. Visit our b2b-blog for more audio content, free eBook, and much more.
This podcast is brought to you by Business 2 Business Market Research Specialists

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 Branding In Business-To-Business Markets [14:35m]: Play Now | Play in Popup | Download

This entry was posted on Monday, August 14th, 2006 at 10:22 am and is filed under Podcast, Whitepapers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.