The importance of business-to-business (B2B) branding has significantly increased in many industrial markets. Nonetheless knowledge about B2B branding strategies is still limited. The purpose of this paper is twofold: first, to present an overview of current scientific knowledge on this issue; second, to analyze the case study of Schneider Electric. This case study offers interesting insights about several branding decisions and strategies in B2B markets, such as: brand positioning decisions, brand portfolio management, (ingredient) co-branding initiatives. In addition, as Schneider Electric has been heavily investing on branding in the last 10 years, it is possible to appreciate the medium to long-term effects of some specific B2B branding strategies. Drawing on this analysis, the paper also suggests some implications and guidelines for firms interested in starting B2B branding strategies.
Strategie di branding nei mercati business-to-business: il caso Schneider Electric
CASSIA, FABIO;
2014-01-01
Abstract
The importance of business-to-business (B2B) branding has significantly increased in many industrial markets. Nonetheless knowledge about B2B branding strategies is still limited. The purpose of this paper is twofold: first, to present an overview of current scientific knowledge on this issue; second, to analyze the case study of Schneider Electric. This case study offers interesting insights about several branding decisions and strategies in B2B markets, such as: brand positioning decisions, brand portfolio management, (ingredient) co-branding initiatives. In addition, as Schneider Electric has been heavily investing on branding in the last 10 years, it is possible to appreciate the medium to long-term effects of some specific B2B branding strategies. Drawing on this analysis, the paper also suggests some implications and guidelines for firms interested in starting B2B branding strategies.
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