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.
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
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.
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
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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.
Philip Kotler
Professor of International Marketing, Kellogg School of Management, Northwestern University, USA
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.