pack pulling business branding

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The Case for B2B Branding: Pulling Away from the Business-to-Business Pack

11 reviews
Bob Lamons

South-Western Educational Pub, 2005

A Clear View of B2B Positioning
How do you make a consumer feel good about a light bulb? General Electric did it by building its brand identity around trust. When customers attribute such personality traits to a corporation and its brand, that attachment translates into millions of dollars in revenues. This is why corporate positioning and brand building is so important, yet powerful branding remains as elusive as the marketing ...

The Case For B2B Branding
Bob Lamons

Cengage Learning College, 2005

business-to-business

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