This post, predicated on work with dozens of Business-to-Business firms, examines these principles by applying them much more broadly to an extensive sample of brand architectures, and pulls general principles of brand architecture design based on specific examples. B2B brand architecture is a purpose of two key proportions: the managerial structure, in exacting, the amount to which a firm is central or decentralized (in relation to its own product variety, sales and marketing); and the amount to which the company's market offerings are standardized versus customized. This framework along with the axiom of risk alleviation through the sales process collectively capture the main elements of B2B brand architecture design.
PUBLICATION DATE: February 01, 2012 PRODUCT #: CMR502-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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