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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. In fact, these... Read Full Overview

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating... Read Full Overview

Being Known or Being One of Many.- To Brand or Not to Brand.- B2B Branding Dimensions.- Acceleration Through Branding.- Success Stories of B2B Branding.- Beware of Branding Pitfalls.- Future Perspective.