Thursday, December 23, 2010

Building a brand

Book Mark
Strategic Brand Management for B2B Markets
Sharad Sarin

From ‘me too' to distinct identity

For decades, the idea of B2B brands was dormant, but post-1990, two developments seem to have triggered interest in the idea, says Sharad Sarin in Strategic Brand Management for B2B Markets. One is the widely shared story of ‘Intel Inside' since early 1990; and the other is that out of the world's top 10 brands, five (including GE, Intel and IBM) are essentially B2B brands, he adds.


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