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About the Book

Branding is very much desired in todayís crowded marketplace. Companies are spending millions of dollars on what they think is a solid branding strategy, only to have it fail because they do not understand their product attributes, their target market and the business promise to consumers.

Even as branding is all the rage, it is also unfortunately accepted by many corporates that branding is only geared for consumer brands and not for business brands at all. This misconception is fuelled by the high regard that consumer brands like Nike, Coca-Cola and Colgate enjoy among consumers. Many companies are not even sure what branding entails. There is often confusion between branding, marketing and advertising, with many companies even going so far as to equate a business brand with a business logo.

Fortunately, there is good news for business-to-business (B2B) companies who want to do some branding and make sure they do it well. For every successful consumer brand, there is also a successful B2B company that has implemented a successful branding strategy of its own and developed a business brand that has stood the test of time and gained much respect.

B2B Branding serves as a handy guide and reference document for B2B companies that want to enjoy the same customer loyalty and recognition that brands such as Procter & Gamble, Unilever, and locally, PSA Marine and Hyflux Limited have built and sustained. It examines the success factors for such branding and provides an action plan on how to build and sustain a brand going forward. Whatís even better is that it doesnít take huge budgets to achieve this, just sound, time-tested principles that make B2B branding achievable and sustainable year-in and year-out.

This book is available at all major bookstores in Singapore only.