Purchaseability and Visibility of Industrial Brands

Unlike consumer brands, industrial brands are generally not seen or are never purchased by end users. Concerning essentially professional customers, industrial brands can differ greatly depending on “purchaseability” and visibility by end consumers. They are generally unknown by the consumer public, even when they belong to powerful groups. Some brands such as Lycra®, Intel® or Tetra Pak have, however, reached very high awareness rates. These results and the advertising investments dedicated to these brands are surprising, as consumers cannot buy their actual products directly. Brands like Xerox, Grohe, Legrand, Intel® or Gore-Tex® have chosen to advertise on television, while they aim, first of all, at business targets. They are now trying to make themselves known by the consumer public. Whatever their motivations, it seems necessary to explain the different ways an industrial brand can reach the final customer.