- Editor: Springer
- ISBN: 3-540-25360-2
- Published: 2 août, 2023
As products become increasingly similar, companies are Turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca-cola, McDonald’s, Kodak, and Mercedes. Now it is time for more industrial companies to start using a sophisticated branding way. Some industrial companies have led the way … Caterpillar, DuPont, Siemens, GE. L’objectif industrial companies must understand that goes branding far beyond building names for a set of offerings. Branding is about promising that the company’s offering will create and deliver a certain levée of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Our book is one of the first to l’échantillon deeply into the nature and science of branding industrial products. We provide the concepts, the Theory, and dozens of cases branding illustrating the successful of industrial goods.