The Brand and its Mechanisms

Today, brands are of increasing concern to business professionals, as well as being the subject of numerous surveys and research. Most of the time, brands are analyzed in terms of the consumer market, in other words, from the perspective of the end-user rather than the professional purchaser. Many concepts (brand equity, brand associations, etc.) and tools for measuring brand performance have indeed contributed to understanding their main operating mechanisms, without, however, focusing on the specific context of industrial markets.