Strategie di branding nei mercati business-to-business: il caso Schneider Electric

Fabio Cassia and Dario Mangiò

Micro & Macro Marketing, 2014, issue 3, 527-544

Abstract: The importance of business-to-business (B2B) branding has significantly increased in many industrial markets. Nonetheless knowledge about B2B branding strategies is still limited. The purpose of this paper is twofold: first, to present an overview of current scientific knowledge on this issue; second, to analyze the case study of Schneider Electric. This case study offers interesting insights about several branding decisions and strategies in B2B markets, such as: brand positioning decisions, brand portfolio management, (ingredient) co-branding initiatives. In addition, as Schneider Electric has been heavily investing on branding in the last 10 years, it is possible to appreciate the medium to long-term effects of some specific B2B branding strategies. Drawing on this analysis, the paper also suggests some implications and guidelines for firms interested in starting B2B branding strategies.

Keywords: Business-To-Business; Brand; B2B Branding; Ingredient Branding. (search for similar items in EconPapers)
Date: 2014
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