‘Nobody ever got fired for buying an IBM’

These continuously changing work practices, globalisation and new technology have modified the way organisational buying is conducted and suppliers are faced with increasing urgency to efficiently distinguish and communicate their offering in the local and global marketplace.

Business-to-business branding is a potentially powerful means, although under-used, of contributing to successful differentiation of a product

This assignment investigates the attributes a successful international brand and shows that the suppliers that build brands that reflect not only the fitness for purpose of the product and service but also an organisational reputation that is known for constantly delivering against expectations are the most successful ones. The capability of the brand to show managerial offering of pre- and post-sale partnership seems to be the differentiating factor in high value global business brand purchases.

As a result of such forces as greater cons

Typically 3 out of 4 potential contacts were identified, decision makers were tracked down and named within the database producing some 200 contacts.

• Second, companies should support a common global brand-planning process, one that is consistent across markets and products.

Lists were generated from international magazines and an initial list –cleaning exercise applied using one phone-based researches form each country.

Some topics in this essay:
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