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B2B Brand Management
Book

B2B Brand Management

Philip Kotler and Waldemar Pfoertsch
Springer, 2006

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Editorial Rating

7

Qualities

  • Applicable
  • Concrete Examples
  • Insider's Take

Recommendation

Philip Kotler, one of the fathers of modern marketing, and co-author Waldemar Pfoertsch do not push the branding envelope in this book, but it is nevertheless a useful text on B2B branding – and in fact on branding in general. They illustrate their points with numerous, interesting and relevant real-world examples, as well as diagrams and charts, and they go into great detail about the nuances of brand building, maintenance and architecture. Students and early-career marketers can come here to learn why and how businesses need to build better brands.

Take-Aways

  • While business-to-customer (B2C) branding has been around for a long time, marketers are only beginning to understand the importance of business-to-business (B2B) branding.
  • Companies with strong brands rebounded more quickly from the September 11 terrorist attacks than those with weak brands.
  • Branding should stress quality, performance, value and security.

About the Authors

Philip Kotler is the professor of International Marketing at the Kellogg School of Management at Northwestern University. Waldemar Pfoertsch is professor of International Business at Pforzheim University and a visiting lecturer at the University of Illinois at Chicago.

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