Philip Kotler, Waldemar Pfoertsch, I. Michi - B2B Brand Management-Springer (2006)资料下载.pdf

Philip Kotler, Waldemar Pfoertsch, I. Michi - B2B Brand Management-Springer (2006)资料下载.pdf

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ForewordBrandsareanimportantpartofallculturesacrosstheplanet,aswellasinthebusinessworld.Brandshelppeoplemakedecisions,smallones,aswellasbigones.TheyenableyoutotrusttheBor-deauxyoudrink,theMercedesyoudrive,andtheGEJetEnginethatliftstheplaneyoucountontotakeyouplaces.Brandsaretheideas,perceptions,expectationsandbeliefsthatareinthemindofcon-sumers,yourpotentialcustomersoranyindividualwhocaneffectyourenterprise.Weliveinaninterconnectedworld,mademoretransparentbytheproliferationofnewcommunicationstechnologies.Today,aperson,acompany,abrand,evenanation,isincreasinglyaccessibleandexposedtotheobservationofthecitizensoftheworld.Strongbrandsgofarbeyondjustcreatingawareness;

theyaccuratelyexposethecorporatesoulandbrandpromiseforalltosee.Ibelieveconsumerunderstandingdominateseverythinginthebusinessworld.Today,consumershavegreateraccessandcontrolovertheinformationfromwhichtheirperceptionsaboutabrandarecreated.Theideasandimpressionswemighthopetheconsumertohaveaboutourbrandsaresubjecttothecompetingideas,whichareavailableforconsumerperception.Thisisanewageofconsumerism,onethathasevolvedintoahigherorderofbrandrelationshipandaccountability.Itisabusi-nessworldwhereexampleslikeEnronhaveresultedingreatercon-sumermistrustoftheinformationcomingfrombrandsandcompanies.ItisabusinessenvironmentIcallecologismwhereabrand,acompanyoritsleaderscannothidebehindinaccuratepre-tenses.Thetruthaboutyourcompanywillalwaysbediscovered.ItVIForewordissimplynolongeranoptiontobesilentaboutexposingwhatyourcompanyvalues,missionorrelevancyis.Whilethereareonlylocalconsumers,theaccessibilityofinformation,thistransparency,makesallbrandsgloballysusceptibletoscrutiny.Thebestbrandsconsistentlywintwocrucialmomentsoftruth.Thefirstmomentoccurswhencustomerschoose,selectorsignthecontracttobuyafterhavingevaluatedallotherofferingsofthecompetition.Thesecondmomentoccursatthecustomershomes,officesorproductionsiteswhentheyusethebrand,whentheyex-perienceitandaresatisfiedornotsatisfied.Brandsthatconsistentlywinthesemomentsoftruthearnaspecialplaceinthecustomersmindsandhearts.Thesebrandsarerememberedandthere-buyoc-cursmorereadilyandmoreprofitably.Thevalueoftrustearnedbetweenthebrandpromiseandthebrandexperiencerealizedhasalwaysbeenthesimplefoundationinanysustainablecommercialendeavor.Someindustrialbrandsfocusintenselyonwinningthesemomentsoftruth.Theydothisbybeingintouchwiththeirclientsandcus-tomers,andbyunderstandingnotonlytheirengineeringandappli-cationrequirementsbutalsotheirbrandexpectations.WehavelearnedthatbrandslikeIBMdontstandonlyformainframecom-puterserversorITsoftware,butforoperatingabankorairline24hoursand365days.Appleismorethanitstechnology;

itisabrandthatcontinuouslythinksdifferently.P&

Ggoesbeyondmakingeve-rydayhouseholdandpersonalcareproducts,bytouchinglives,improvinglife.Nissanshiftsthingsaperson,alife,theworld,orsimplythewayyoumovethroughit.ItsnocoincidencethatmanyofthesebrandsarethrivingaftertheirmanagementhaslistenedtothespeechesorlecturesofPhilipKotlerorWaldemarPfoertsch.Manyhavereadthebooksandarticlesoftheauthorsandcomebacktotheirworkplacesinspiredtoapplytheirmanagementprinciples.Theirpassionatebeliefinmarketingandbrandmanagementisinspirationalandeffective.ItishelpingreinventhowwethinkaboutcreatingandfosteringourownB2Bbrands.ForewordVIIThisfirstcomprehensivebookonB2Bbrandmanagementwillpro-videeventhemostexperiencedbusinessmangerwithanewwayoflookingatB2Bbranding.ItprovidesprovencasestudiesthatbringB2Bbrandmanagementtolife.Itwillprovokethereadertothinkaboutasystematicapproachtobranding,basedonfacts,ratherthanpersonaljudgment.Focusedbrandingmovesyouclosertoyourcustomers.ProfessorsKotlerandPfoertschencourageustolookformoredifferentiationwithoutneglectingthecompetitionandtheyencourageustogettopmanagementattentionforthebrandingdecisionsonacontinuousbasis.Inshort,thisistheultimatebookformanagersandcustomersintheB2B2Cvaluechain.TimLoveJune2006Vice-ChairmanOmnicomGroupNewYork,NY,U.S.A.AdelGelbertManagingPartnerBBDOConsultingMunich,GermanyPrefaceBrandbuildinggoesfarbeyondcreatingawarenessofyournameandyourcustomerspromise.Itisavoyageofbuildingacorporatesoulandinfectiouslycommunicatingitinsideandoutsidethecom-panytoallyourpartners,sothatyourcustomerstrulygetwhatyourbrandpromises.Althoughoneoftheauthorswrotethisstatementmanyyearsago,weareallstillcommittedtoit.Theworldaroundushaschangedandisconstantlychangingeveryyear,everymonth,andeveryday.Technologies/productsandservices/marketplacesemerge,evolve,anddisappear.Alongwithglobalizationandhypercompe-titionhascometheexplosionofchoicesinalmosteveryarea.Busi-ness-to-Consumer（B2C）companieshaveidentifiedandappliedbrandingandbrandmanagementdecadesagotoadapttothesechanges.ManyBusiness-to-Business（B2B）companiesstillregardsucheffortasirrelevantforthem.Recentlythough,B2Bbrandman-agementhasbeengivenmoreandmoreattentionbyresearchersaswellaspractitionersallovertheworld.Followinguponthisrecentdevelopment,weofferthefollowingcentraltenet:

Brandmanagementforindustrialgoodsandservicesrepresentsauniqueandeffectiveopportunityforestab-lishingenduring,competitiveadvantages.Whetheryouaresellingproductsorservices,astrongbrandisthemostimportantandsustainableassetyourcompanycanhave.Yourbrandstrategyshouldalwaysbetheguidingprinciplebehindeverydecisionandeveryaction.ThisbookaimstoputB2Bbrandsandbrandingintotheiractualcontext.ItdescribescurrentthinkingandXPrefacebestpractice,drawscomparisonsandhighlightsdifferencestoB2C,andventuresthoughtsaboutthefutureofB2B.Brandingisnotonlyaboutcreatingfancynamesandlogos.Toequatebrandingwithsuchsuperficialcosmeticeffortislikejudgingabookmerelybyitscolorfulcover.Itisabsolutelycrucialtounder-standthatthereismoretobrandsthanmeettheeye.Justtakeonemomentandtrytoimagineaworldwithoutbrands.TherewouldbenoPorsche,Mercedes-Benz,BMW,Volvo,Chrysler,andnoFord,justavarietyofautomobilesthataremoreorlessalike.Whichwouldyoubuy?

Whichcompanywouldyoutrust?

Onwhichattributeswouldyoumakeyourpurchasingdecision?

Suchaworldwouldlackmuchmorethanjustfancybrandnamesandlogositwouldlackoneofthemostimportantfactorsthatsimplifyourlifeinanincreasinglycomplexenvironment:

Orientation.Brandsdifferenti-ate,reduceriskandcomplexity,andcommunicatethebenefitsandvalueaproductorservicecanprovide.ThisisjustastrueinB2BasitisinB2C!

PhilipKotlerJune2006Evanston,ILU.S.A.WaldemarPfoertschPforzheim,GermanyAcknowledgementsOurcumulativeexperiencewithmarketing,brandingandbrandmanagementamountstomorethan70years.Nonetheless,thisbookwouldnthavebeenpossiblewithoutthehelpandguidanceofvariouspeople.Whenwestartedworkonthisbook,somepeopleaskeduswhywewantedtowriteabookonbranding,anareaal-readyinundatedwithmanyvaluablepublications.Whenweclari-fiedthatourfocuswouldbeonbusiness-to-businessandnotonbusiness-to-customerbrandmanagement,afewsurprisedsecondsofsilencewerefollowedbyastormofquestions.Judgingfromthenatureofthesequestions,werealizedthattherewasagreatneedfrommanagerstounderstandthisareainapracticalwaywithoutreducingthecomplexityofthesubjectmatter.Ourunderstandingofmarketingandbranding,acquiredthroughyearsofresearch,teachingandlisteningtopeople,formsthefoun-dationofthisbook.Additionalreading,andevenmoreresearchwasnecessarytocomeupwitharunningthemeforthisbook.ThankstoJimCollinsmostsuccessfulbookGoodtoGreatWhySomeCompaniesMaketheLeapandOthersDont,wegottheinspirationtocreateguidingprinciples,astep-by-stepapproachforachievingormaintainingasuccessfulbrandmanagementforB2Bcompanies.Creatingthisbookhasbeenademandingtask:

thesubjectisacom-plexandmovingone,draftedinaglobalenvironment,researchedonthreecontinents:

America,Asia,andEurope,andproducedinreal-timethroughInternetplatformsorconstante-mailcommunica-tion.MicrosoftWordreacheditslimitmanytimesanddroveusupXIIAcknowledgementsthewallmanytimesiftheyareinterested,wehavesomegoodadvicetocontribute.Wewouldliketorecognizeandacknowledgethevaluablein-sightsandobservationscontributedbythefollowingindividuals:

AtthepublishingcompanySpringer,Dr.MartinaBihn,Dr.WernerMueller,Heidelberg,andPaulManning,NewYork,whoenthusias-ticallysupportedthisprojectfromthebeginningandhelpedustogothroughthevarioushighandlowphasesofthisproject.Thereareanumberofpeoplewhohaveinspiredandsupportedourwork;

somehaveevenreviewedthemanuscriptandhavepro-videdtheircommentarytohelpimproveit.Wewanttothankthemwholeheartedlyfortheirvaluabletimeandcounsel.Theyare:

DavidT.Krysiek,ManagingDirector,TheBrandwareGroup,Inc.,AtlantaGA,U.S.A.;

Dr.KarstenKi