Ingredient Branding in Capital Goods Markets –Results from an Empirical Analysisin the Automotive Supplier Industry

"Strong brands are more profitable!" An actual study – where heads of marketing and salesfrom the European Top 500 companies were interviewed – shows that brand-oriented companiesare almost twice as successful as comparable companies without this focus. Hence, themost important companies have a sophisticated and strong linkage between the brand managementand the corporate strategy and organization. Therefore brand management is a vitalpart not only of the marketing strategy, but also within the corporate strategy...