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Published in:
2001 | OriginalPaper | Chapter
Industrial Brand Classification
Author : Philippe Malaval
Published in: Strategy and Management of Industrial Brands
Publisher: Springer US
Included in: Professional Book Archive
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While much research has been done on the classification of consumer brands, the same cannot be said of industrial brands. The latter can be classified and characterized by applying traditional methods, analyzing the brand portfolio of major companies in the industrial sector, and finally, using the “purchaseability” and “visibility” concepts developed in Chapter 6.