I’m giving a presentation to a management team for a major global company in a technology-driven industry. The audience is about 65% North American and 30% European (SA and Asia have one or two representatives each.) My topic is fairly broad, but includes a perspective on Positioning and Branding in B2B markets. (Consumer marketing will look flaky to these folks, even if the lessons are directly applicable.)

What I need are examples of real brands in B2B or industrial markets that are (a) company name is the brand name (I have lots of these); (b) dual branded with company name AND a distinctive brand name (not a model number); and (c) brand name only (perhaps with company name as minor reassurance). It’s best if they are well-known global brands, of course, but I’ll take US or European brands, if they are reasonably well-known in their markets.

Read the full article here:
Positioning A B2B Brand