This book aims to uncover the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home.
With extensive discussions on the three most respected Corporate brands in India-Tata, Larsen & Toubro and Infosys-the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success. With three decades of experience as an academician and consultant in B2B Marketing, the author argues that a brand-driven business can accelerate the transformation of all the big and small B2B marketers to gain competitive advantages. He advocates the need is for a holistic brand management approach and illustrates his point through six case studies of leading brands.

Includes bibliographical references (p. [249]=253) and index.

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 -- 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 : excellence in never-ending symphonic marathon -- Brand communications -- Managing marketing communications for B2B markets -- Websites and B2B brands : a low-cost goldmine lying unexplored -- Holistic brand management -- Holistic brand management : six cases of B2B brands -- The future challenges -- Beyond exports : creating indian global brands--reality and possibilities -- Rekindling their aspiration through the idea of brands -- Reflections and afterthoughts.

This text uncovers the hidden and unexploited power of leveraging from the concept of brand and brand building for B2B marketers. It focuses on the need of B2B marketing from the point of view of Indian markets and economic conditions at home.

With discussions on the three most respected Corporate brands in India - Tata, Larsen & Toubro and Infosys, the author demonstrates how these companies have created value through brands and how their branding initiatives are benchmarks in their journey to success.