BRANDING STRATEGIES FOR INDUSTRIAL MANUFACTURERS
Manufacturers have used the "corporate brand" as a major asset. However, What if the company has multiple business in very different markets? What should you do when you as manufacturer launches a new category of a technical product? When should an individual brand be developed for product line in particular? How to plan individual branding for a new technical product?
BRANDING STRATEGY FOR INDUSTRIAL DISTRIBUTORS
On the other hand, many industrial distributors who represent prestigious brands have not been able to develop their own powerful brand in the market. They know and fear that the representation of these products may be taken away, which would make then look for other less desirable brands to represent. How should a industrial distributor design and implement a strong corporate brand in the market?
DISTINCTIVE STEPS IN INDUSTRIAL BRAND BUILDING
, in conjunction with the University of Chile, has conducted applied research in two different models of Branding: the brand of the company versus the brand of the generic product (Industrial Product Category). The outcomes of this research include: crucial branding stages, their timing and the activities needed to carry out an effective branding for the new technical developments.