B2B Brand Management

Launch of B2B Brand Management – Qatar Edition

A milestone publication for B2B branding in Qatar, unveiled at Cultural Village Foundation Katara

Katara Cultural Village
Book Cover Qatar Edition Launch Event
We are proud to announce the official launch of B2B Brand Management: Case Studies Collection – Qatar Edition, held on 30 November 2025 at Wisdom Square, Katara. The event gathered leaders, branding experts and media for an evening dedicated to Qatar’s role in global B2B brand excellence.
This edition features real case studies from QatarEnergy, Al Jazeera Media Network, Industries Qatar and other industry leaders. It showcases how strong B2B brands build reputation, trust and long term value.

Key Highlights

  • Venue Wisdom Square Katara Doha
  • Focus Practical B2B branding in the Gulf
  • Audience Industry leaders and media

Get the Book

The Qatar Edition is now available for order.

Order Qatar Edition

Scroll to see highlights from the Katara launch event

The Next Level of B2B Brand Management

Strong brands are built on trust, clarity, and consistency.
B2B Brand Management shows how industrial companies can turn these principles into measurable performance. Based on years of research and real-world experience, the book provides a clear framework for managing brands as strategic assets that shape every part of a business.

Through examples from companies such as Caterpillar, Siemens, and GE, it illustrates how brand management connects leadership, operations, and communication—creating organizations that deliver on their promise.

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Philip Kotler

Professor of International Marketing, Kellogg School of Management, Northwestern University, Evanston, USA

Waldemar Pfoertsch

Professor of International Business, CIIM Business School, University of Limassol, Cyprus

b2b brand management book cover
Read Overview (↓)

Local Case Studies Collection

Explore regional editions of B2B Brand Management, each presenting unique corporate success stories and practical insights from global B2B markets.
Every edition provides localized research and case analyses tailored to specific economic regions.

Qatar Edition

This edition features real-world success stories from Qatar’s most innovative organizations — from digital transformation in technology and healthcare to brand leadership in media and industry.


Edited by Philip Kotler, Waldemar Pfoertsch and Khalid Al-Sulaiti, the volume connects global frameworks with regional expertise, offering actionable insights for executives, educators and students alike.

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What this book will teach you

B2B Brand Management translates decades of academic insight and executive practice into a practical guide for leaders in industrial marketing.

Building Performance-Driven Brands

Understand how strong B2B brands link marketing, operations, and leadership to deliver measurable value.

Applying Human-to-Human Marketing

See how H2H thinking reshapes B2B relationships through empathy, collaboration, and design-driven innovation.

Integrating Digitalization and AI

Learn how data, automation, and AI enhance brand performance and accelerate decision-making.

Applying Human-to-Human Marketing

See how H2H thinking reshapes B2B relationships through empathy, collaboration, and design-driven innovation.

Mastering Consistency and Trust

Discover methods for aligning internal culture, communication, and customer experience to build brand credibility.

Learning from Global Case Studies

Explore real-world insights from companies such as Caterpillar, Siemens, GE, and DuPont—showcasing strategies that elevate industrial brands.

Join the Conversation

B2B Brand Management isn’t just a book. It’s a growing dialogue on how industrial brands can create real value in a digital world.
Follow the authors and take part in the conversation.

Table of Contents

Review the chapter structure and key topics covered in this edition. You can purchase the book or access a sample chapter using the links alongside.

Chapter 1: Performance Branding in B2B

Performance Branding in Performance Marketing

B2B Brand Value Analysis 2000–2024

B2B Performance Branding Benefits

Common Challenges in Performance Branding

Chapter 2: Transformative Marketing in B2

Holistic Branding

B2B ≠ B2C Branding

Organizational Buying

Human Factors in Business Decisions

B2B Brand Relevance

Power of the Business Brand

Chapter 3: Basics of B2B Branding, Theory, and Practice

Brand Distinction

Transformative Brand Strategy

Brand Communication

Brand Specialties

Chapter 4: The B2B Brand-Building Process

Creating Value and Brand Co-creation

Examples of Brand Co-creation

Brand Planning

Brand Building

Branding Principles

Brand Strategy

Brand Analysis

Corporate or Product Branding

Brand Architecture

Brand Audit

Reevaluating Brands

Generative AI and Branding

CEO and Personal Branding

Brand Audit

Chapter 5: Beware of Branding Pitfalls

Maintaining Brand Identity

Pitfall No. 1: A Brand Is Something You Own

Pitfall No. 2: Brands Take Care of Themselves

Pitfall No. 3: Brand Awareness vs. Brand Relevance

Pitfall No. 4: Don’t Wear Blinders

Pitfall No. 5: Don’t Let Outsiders Do Your Job

Chapter6: Future Perspective of B2B Brands

AI in B2B Brand Management

Transformative Marketing and Performance Branding in B2B

Future Trends in B2B Brand Management

Relevance, Simplicity, and Humanity

Get your copy here

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We value your feedback

Have you read our book? We appreciate your thoughts and reflections.
Your feedback helps us better understand what inspires our readers.

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The Authors Behind B2B Brand Management

Learn more about the authors and their academic contributions to international marketing and brand management.

Dr. Philip Kotler

Philip Kotler

Professor of International Marketing, Kellogg School of Management, Northwestern University, USA

Dr. Waldemar Pfoertsch

Waldemar Pfoertsch

Professor of International Business, CIIM Business School, Limassol, Cyprus

Dr. Philip Kotler is a leading authority in marketing and author of over 90 books, including Marketing Management and Principles of Marketing. He has shaped modern marketing theory and practice worldwide, advised major corporations and governments, and received numerous international awards for his contributions to marketing education and research.

Dr. Waldemar A. Poertsch is an expert in B2B marketing, branding, and international management. He has authored numerous books and articles on industrial marketing and co-authored several key works with Philip Kotler, including H2H Marketing and B2B Brand Management.