10. Industrial Branding

This chapter addresses industrial branding according to the architecture of the downstream industrial chain. This is a novel approach. Whether the chain is atomized at the end-user, atomized at intermediates or if is not atomized at all, the branding definitions change completely. The chapter describes and discusses 6 types of industrial branding: the industry brand, the corporate brand, the distribution brand, the product category brand, the product brand and the country of origin brand. The (industrial) product category brand is here described for the first time. Also, techniques such as co-branding and three types of ingredient branding are also discussed. As a summary, the chapter ends with a list of 'eight laws' of industrial branding.