yogin
Yogin Vora
this ebook is frm philip kotler itself u have 2 really go through it once
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Contents
Foreword .................................................................................................. V
Preface ..................................................................................................... IX
Acknowledgements .............................................................................. XI
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
XVI Contents
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
About the Authors............................................................................... 327
Bibliography......................................................................................... 331
Company and Brand Index ................................................................ 343
Subject Index........................................................................................ 351
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Contents
Foreword .................................................................................................. V
Preface ..................................................................................................... IX
Acknowledgements .............................................................................. XI
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
XVI Contents
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
About the Authors............................................................................... 327
Bibliography......................................................................................... 331
Company and Brand Index ................................................................ 343
Subject Index........................................................................................ 351