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Strategie di branding nei mercati business-to-business: il caso Schneider Electric

Author

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  • Fabio Cassia
  • Dario Mangiò

Abstract

The importance of business-to-business (B2B) branding has significantly increased in many industrial markets. Nonetheless knowledge about B2B branding strategies is still limited. The purpose of this paper is twofold: first, to present an overview of current scientific knowledge on this issue; second, to analyze the case study of Schneider Electric. This case study offers interesting insights about several branding decisions and strategies in B2B markets, such as: brand positioning decisions, brand portfolio management, (ingredient) co-branding initiatives. In addition, as Schneider Electric has been heavily investing on branding in the last 10 years, it is possible to appreciate the medium to long-term effects of some specific B2B branding strategies. Drawing on this analysis, the paper also suggests some implications and guidelines for firms interested in starting B2B branding strategies.

Suggested Citation

  • Fabio Cassia & Dario Mangiò, 2014. "Strategie di branding nei mercati business-to-business: il caso Schneider Electric," Micro & Macro Marketing, Società editrice il Mulino, issue 3, pages 527-544.
    • Handle: RePEc:mul:jyf1hn:doi:10.1431/78572:y:2014:i:3:p:527-544
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