tailieunhanh - B2B Brand Management_4

Tham khảo tài liệu 'b2b brand management_4', kinh doanh - tiếp thị, quản trị kinh doanh phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Brand Distinction 87 Porsche Consulting Another example of an industrial premium brand if we go right to the top is Porsche Consulting. The name Porsche is associated with countless success stories. However the latest one has got nothing to do with automotive dreams but is concerned with the hard facts of economic necessities as Eberhard Weiblen managing director of Porsche Consulting points out. In the last 10 years Porsche Consulting has improved the profitability of the Porsche manifold and has helped other companies to enhance the efficiency of their processes at all points of the value chain. The list of clients is endless and contains the Crème de la Crème Automotive OEMs like DaimlerChrysler VW BMW Smart EvoBus Steyr and DucatiMotor suppliers like Marquardt Recaro GF Georg Fischer Miba Fischer Automotive Systems Bosch Pierburg ZF and many Classic Brands A classic brand is a core product or service with certain additional characteristics attached to it that differentiate it from similar offers. They are generally what we all understand to be a brand. They are an effective and compelling means to communicate the benefits and value of a product or They facilitate the identification of products services and businesses and differentiate them from Classic brands do approach a much larger target group than premium brands and can become trust marks for customers. In order to be successful they need to be coherent consistent and relevant to the respective target group. National Brands Only a few years ago most B2B sectors were characterized by many small national companies offering their products and services only in their home market. The obvious branding strategy used if any was a national brand. As the name indicates a national brand is specially aligned to match the local conditions. Consequently there is no language or cultural problem involved. Increased competitive pressures driven by businesses all over the world make mere na