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Course Outline
B2B Branding Characteristics
- Differences between B2C and B2B branding
- B2B brand Relevance
- Power of the Business Brand
B2B Branding Dimensions
- Brand Distinction
- Brand Communication
- Brand Evaluation
- Brand Specialities
B2B Branding Process
- Brand Planning
- Brand Analysis
- Brand Strategy
- Brand Building
- Brand Audit
B2B Success Stories
- Samsung
- IBM
- Siemens
- Lenovo
Branding Pitfalls
- Is a brand something you own?
- Do brands take care of themselves?
- Brand Awareness vs. Brand Relevance
- Can Outsiders do your brand job?
Branding in Big Picture
- Corporate Social Responsibility
- Branding in East Asia
- Design and Branding
- Brand Leadership
7 Hours
