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Processes and methodologies for creating a global business-to-business brand
被引：0
作者：
R S Rozin
L Magnusson
机构：
[1] Global Manager,
[2] Branding and Marketing Communications,undefined
[3] Dow Corning Corporation,undefined
关键词：
brand;
valuation;
equity;
electronic;
management;
e-branding;
e-tailing;
management;
international;
Internet;
marketing;
measurement;
personality;
consumers;
advertising;
fast moving;
consumer goods;
FMCG;
brand-building;
strategy;
D O I：
10.1057/palgrave.bm.2540116
中图分类号：
学科分类号：
摘要：
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.
引用
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页码：185 / 207
页数：22
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