Processes and Methodologies For Creating a Global Business-to-Business Brand

Topics:
Brand Management
Tags:
B2B,
Brand,
Branding,
E-business/E-Commerce,
Interbrand,
Internet,
Marketing
Source:
Interbrand

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Overview: This paper aims to detail the steps and decisions one industrial company faced when creating a new global brand, and the processes and methodologies involved to put the developed strategy into practice. The paper describes the application of business-to-business (B2B) market segmentation and product life cycle analysis to inform brand strategy. Also described is a comprehensive framework and process for creating a new global B2B brand, including details on naming, legal screening, identity development, Web architecture, and deployment to internal and external stakeholders.

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Format: PDF | Size: 484KB | Date: Sep 2002 | Pages: 23

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