Business superbrands 2002 - Marcel Knobil

Business Superbrands is the world's first book dedicated to B2B branding. The importance of strong branding for products or services targeting the consumer has long been recognised. It has, however, taken longer for companies targeting businesses and organisations to realise that branding excellence is also crucial for them. Those that woke up earliest, and continued to invest in and develop their B2B brand have certainly profited. Those that continue to minimise the importance of branding - beware. Business Superbrands identifies over 50 of the strongest B2B brands in Britain today and establishes how they have managed to achieve such phenomenal success. The book explores the history, development and achievements of these brands, providing a precious insight into their branding strategy and the resulting work. The book opens with the expert opinion of members of the Business Superbrands Council, comprised of leading figures in the world of business branding. For this edition of Business Superbrands they have commented on what the world of business would be like without logos.