Autori: Cassia, Fabio, Mangiò, Dario
Titolo: Strategie di branding nei mercati business-to-business: il caso Schneider Electric
Periodico: Micro & macro marketing
Anno: 2014 - Volume: 69 - Fascicolo: 3 - Pagina iniziale: 527 - Pagina finale: 544

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.




SICI: 1121-4228(2014)69:3<527:SDBNMB>2.0.ZU;2-M
Testo completo: http://www.rivisteweb.it/download/article/10.1431/78572
Testo completo alternativo: http://www.rivisteweb.it/doi/10.1431/78572

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