Creating and Protecting Business to Business Brands

Brand classification, which was dealt with in Chapter 7, shows how diverse the origins of industrial brands are: company name brands, brands which have some sort of signification, and brands with a technological connotation, among others. As well as being the basic element of communication between the company and the customer and an indicator of the customer’s loyalty and awareness, the brand is also the company’s mouth piece conveying its values and promises. Considering what is at stake for industrial brands especially as regards the customer-supplier relationship, launching a new brand requires very serious preparation.