Table of contents for B2B brand management / Philip Kotler, Waldemar Pfoertsch ; with the cooperation of Ines Michi.


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Chapter 1
Being Known or Being One of Many............................................              1
Chapter 2
To Brand or Not to Brand.......................................................... 15
2.1   B2B # B2C ........................................................................... 20
2.2   B2B Brand Relevance ...........................................    .......... ... 34
2.3   Power of the Business Brand .............................................. 50
Chapter 3
B2B Branding Dimensions .............................................................  65
3.1   Brand Distinction ................................................ ............ 73
3.2   Brand Communication ......................................................... 106
3.3   Brand Evaluation.................................................................... 123
3.4   Brand Specialties ................................................................... 124
Chapter 4
Acceleration Through Branding................................................... 157
4.1   Brand Planning ...................................................................... 160
4.2   Brand Analysis......................................................................... 163
4.3   Brand Strategy ......................  .................................................. 168
4.4   Brand Building......................................................................... 181
4.5   Brand Audit.............................................................................. 191
Chapter 5
Success Stories of B2B  Branding...................................................... 207
5.1     FedEx....................................................................................... 209
5.2     Samsung         ......      .............. ............................................................ 215
5.3     Cemex       ....................................................................................... 224
5.4     IBM     ............................................................................................ 232
5.5     Siemens ..................................................................................... 239
5.6     Lanxess................................................................................ 246
5.7     Lenovo       ...................................................................................... 249
5.8     Tata Steel................................................................................... 261
Chapter 6
Beware of Branding    Pitfalls ..............................................    .............. 277
Pitfall No. 1: A  Brand Is Something You  Own.......................... 278
Pitfall No. 2: Brands Take Care of Themselves........................... 280
Pitfall No. 3: Brand  Awareness vs. Brand     Relevance................. 282
Pitfall No. 4: Don't Wear Blinders ................................................ 285
Pitfall No. 5: Don't Let Outsiders Do Your Job........................... 289
Chapter 7
Future Perspective ............................................................................. 297
7.1     Corporate Social Responsibility ............................................ 299
7.2     Branding    in   China ................................................................. 302
7.3     Design      and     Branding ............................................................ 314
7.4     Lovemarks and Brand      Leadership........................................ 321



Library of Congress subject headings for this publication: Brand name products Management, Brand name products Case studies