Chapter 3 of our latest free ebook – “The Power Of Industrial Brandsâ€? is published today. Each Monday we will be publishing a new chapter on our company blog which will be available for free download. As well as this, you can download each chapter as an audio podcast from this site.

We use branding to differentiate our products and services and in industrial markets this is a crucial marketing activity. Industrial marketers historically have concentrated on building better mousetraps in the belief that this is the way to get people to beat a path to their door. In this chapter we discuss how the communication of non-functional benefits can be used to achieve differentiation.

Finding out the values that customers and potential customers put on brands is not always easy. They insist on the hygiene factors of product performance at a good price and with good availability. However, it is often some of the smaller and more subtle values that can be used to differentiate the brand and build a distinct image.

To listen to Chapter 3 – Brands, Brand Values, And Brand Image, click on the player at the bottom of this post.

To download the ebook, visit our market research blog at www.b2binternational.com/b2b-blog.

For more information on branding click here.
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This entry was posted on Monday, November 27th, 2006 at 12:15 pm and is filed under Ebooks, Podcast. 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.