Chapter 6 of our latest free ebook - “The Power Of Industrial Brands� 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.

Brand differentiation should be developed with a complete understanding of the core values of a brand. The core values may be what makes the brand unique but in other cases something additional is required. However, whatever is selected as the core values of a brand must be a genuine part of the product or service package and not an aspiration. And furthermore, the simpler the core value is to understand, the easier it will be to communicate. It is a healthy discipline to find one word that describes the core value of a company.

To listen to Chapter 6 - Stripping Back To The Core Values, 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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 The Power Of Industrial Brands - Chapter 6 [31:42m]: Play Now | Play in Popup | Download

Chapter 5 of our latest free ebook - “The Power Of Industrial Brands� 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.

Branding is an effective competitive strategy in industrial markets. A strong brand blocks out competitive penetration, and creates trust and confidence. Indeed, brands come to symbolise a strong and on-going relationship between customers and suppliers. In the long term, branding is a far better approach than building business just on personal relationships.

To listen to Chapter 5 - The Role Of Brands In Industrial Marketing, 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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Chapter 4 of our latest free ebook - “The Power Of Industrial Brands� 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.

Sub brands are part of a company’s family of brands and come under the overall umbrella of the main brand or company name. They can be very effective in support ing new and novel products, especially where they are initially unique. However, many companies confuse mere product or model identification names which could be inter-changed with numbers. Unlike identifiers, sub brands must be communicated and supported, they make a big call on the marketing budget. In many industrial markets the size of the market and the available budget precludes effective sub-brands or if they are used leads to an unsatisfactory marketing dilution. We also see how sub brands can weaken the main brand through creating confusion and blurring its identity.

To listen to Chapter 4 - Sub Brands and Brand Extensions, 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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Chapter 3 of our latest free ebook - “The Power Of Industrial Brands� 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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Chapter 2 of our latest free ebook - “The Power Of Industrial Brands� 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.

One of the simplest and yet most important measures of a brand’s value is the number of people who have are aware of the brand and what they think of it. High levels of awareness and knowledge can be turned into gold as long as the associations are positive. People feel more comfortable buying brands they know. They learn to trust brands that other people are buying on the assumption that “a million people can’t all be wrong�

In this chapter you will learn about the three levels of brand recognition; awareness of the brand name only, knowledge of products and other features associated with the brand and experience gained through buying the brand. The logo, the visual representation of the brand, is seen to play an important role in successful brand marketing.

To listen to Chapter 2 - The Awareness and Associations of Industrial Brands, 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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 The Power Of Industrial Brands - Chapter 2 [21:49m]: Play Now | Play in Popup | Download

Today sees the publishing of Chapter 1 of our new, free ebook - “The Power Of Industrial Brands�. 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.

Branding is at the core of marketing as brands synthesise everything that a product or service stands for. The brand represents the offer. It is not just the name or the logo; it is the communication of all the values attached to the offer. Of course, the name and logo feature as important means of communicating the brand but so too do the sales engineers, the technicians, the receptionist and all the other relationships that exist in business to business marketing.

In this first chapter we find out how industrial markets differ from consumer markets so that we can begin to think about the factors that drive the selection of one brand rather than another. As we would expect, industrial buyers are (apparently) more logical than the general public but they don’t leave their emotions at home when they come to work. Softer issues influence the buying decision and this sets the scene for understanding how brands work.

To listen to the Preface & Chapter 1 - How Do People Buy Industrial Products, 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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 The Power Of Industrial Brands - Chapter 1 [40:10m]: Play Now | Play in Popup | Download

Following the success of our free ebook that we published earlier this year, B2B International is proud to bring you another free ebook - “The Power Of Industrial Brands” written by Paul Hague. The ebook will be serialised and available for free download on our market research blog starting from Monday 13th November.

As well as being available as a PDF download, each chapter will be available on this site as an audio podcast read by the author.

The industrial brand is a powerful tool; with creativity and supported by research it can lead to increased business, improved customer loyalty and greater profitability.

Is this a potential your industry or business-to-business organisation is failing to realise?

For more information on branding visit our company website.