BtoC brands have already reached a maturity stage while

BtoB brands remain in a fast-growing stage, both in terms

of marketing & brand manager positions and in terms of

allocated budgets for brand promotion.

Consequently, one of the main goals of this book is to provide

companies, schools and universities support to better

promote their brands. Without a brand strategy, companies

stay invisible in the value chain: no name, no gain! From

then on, they have to create value through a fitted professional

branding policy.

There are two ways to create value: the first one comes directly

from the selling of products/services made under the

brand promoted; the second one comes from the new

value of brand funds. By integrating the latest practices

and research results, this academic-rooted book meant for

functional purposes defines new strategic paths aiming at

managing the BtoB brand policy depending on the final

target. For the first time, a synthetic and clearly BtoB

oriented approach offers useful and practical perspectives

meant for brand management:

-

BtoB: the target is the client organization and it is impossible

to precisely identify the individual beneficiaries

-

BtoBtoC: the brand addresses the end-consumers of the

final products (manufactured by the client organization).

This approach is characterized by the strong prescription

role of the client company's marketing department and

can lead to a vertical co-branding (or in-branding).

-

BtoBtoE: the final customers of the brand are the employees

of the public or private client organization. The

goods and services are sold to the latter but are meant

for the company's employees use. In this approach the

Human Resources department can have a prescription

role.

-

BtoAtoU: The brand does not target a consumer but a

user (sometimes called road-user in public transportations).

Lobbying techniques are particularly effective in

this case.

Aside from functional recommendations, this book

contains many examples illustrating these diverse BtoB

approaches. It provides useful practical tools to teachers

and university/business and management school/engineering

school students who wish to master brand policy in

the BtoB context.