Strategic brand management for B2B markets: a road map for organizational transformation

Table of content

Preface Acknowledgments I. Thinking about B2B Brands
Brands and B2B Markets: Putting Things in Perspective

Organizational Buying and Role of Brands: The Indian Perspective

Brand Management and B2B Marketers: A Deeper Probe
II. Creating Corporate Brands: The Key Asset of any B2B Brand
Brand Tata: Leadership with Trust

Brand L&T: Nation Building to Building Nations

Brand Infosys: An Iconic Brand Reinventing Itself
III. Brand Communications
Managing Marketing Communications for B2B Markets

The Emerging Power of Digital Media for B2B Brands
IV. Holistic Brand Management
Holistic Brand Management: Seven Cases of B2B Brands
V. The Future Challenges
Beyond Exports: Creating Indian Global Brands

Rekindling Their Aspiration through the Idea of Brands

Reflections and Afterthoughts

Bibliography

Index

Strategic Brand Management provides fresh insight into the field of marketing and elaborates how to create powerful brands.

“Globalization” and “technology” are two mega forces that drive the world. The second edition captures these developments and their effect on the companies covered in the book. The first edition dealt with three leading B2B corporate brands of India—the Tata Group, L&T, and Infosys. The second edition describes the leadership changes in the Tata Group and Infosys, and the challenges faced by these three brands.

Indian B2B brands are yet to become global B2B brands. The purpose of this book is to motivate the marketers deeply entrenched in B2B marketing to unleash the underleveraged power of brand to create competitive advantages for growth.