The case for B2B branding : pulling away from the business to business pack /
Lamons, Bob,
The case for B2B branding : pulling away from the business to business pack / Case for business to business branding Bob Lamons. - First edition. - xi, 214 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Effective Teamwork -- Brand Architecture -- Audience Identification -- Brand Positioning -- Brand Personality -- Personality Makeovers -- Consistent Execution -- Brand Equity.
"Dozens, perhaps hundreds of books have been written about branding, but none from the B2B perspective. This is the first. Lamons has researched and compiled a treasury of business-to-business case studies, describing in detail how more than 20 companies have discovered the secret of leveraging brand power for competitive advantage."--Jacket.
0324398654 9780324398656
2005016729
Branding (Marketing)
Industrial marketing.
HD69.B7 / L36 2005
658.827
The case for B2B branding : pulling away from the business to business pack / Case for business to business branding Bob Lamons. - First edition. - xi, 214 pages : illustrations ; 24 cm
Includes bibliographical references and index.
Effective Teamwork -- Brand Architecture -- Audience Identification -- Brand Positioning -- Brand Personality -- Personality Makeovers -- Consistent Execution -- Brand Equity.
"Dozens, perhaps hundreds of books have been written about branding, but none from the B2B perspective. This is the first. Lamons has researched and compiled a treasury of business-to-business case studies, describing in detail how more than 20 companies have discovered the secret of leveraging brand power for competitive advantage."--Jacket.
0324398654 9780324398656
2005016729
Branding (Marketing)
Industrial marketing.
HD69.B7 / L36 2005
658.827