As products become increasingly similar, companies are turning to branding as a way to create a preference for their offerings. Branding has been the essential factor in the success of well-known consumer goods such as Coca Cola, McDonald's, Kodak, and Mercedes. In fact, these brands are worth many times more than the book value of the property used to make these brands.
Now it is time for more industrial companies to start using branding in a sophisticated way. Some industrial companies have led the way... Caterpillar, DuPont, Siemens, GE. But industrial companies must understand that branding goes far beyond building names for a set of offerings. Branding is about promising that the company's offering will create and deliver a certain level of performance. The promise behind the brand becomes the motivating force for all the activities of the company and its partners. Thus if Motorola promises six sigma quality, then everyone at Motorola is driven to create and deliver this level of performance.
Thus branding is the road that a company must travel to define what it wants to be excellent at and how its offerings differ from competitors. Branding is the outward expression of the company's earlier decisions on positioning its products and articulating its value propositions to buyers. When branding works, the sales people enter the offices of customers already well-known and respected who stand ready to give them a hearing.

Our book is one of the first to probe deeply into the art and science of branding industrial products. We provide the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods.

随着产品越来越相似，公司开始转向品牌化，以此来为自己的产品创造偏好。品牌一直是可口可乐、麦当劳、柯达和梅赛德斯等知名消费品成功的关键因素。事实上，这些品牌的价值是用来制造这些品牌的房产账面价值的数倍。
现在是时候让更多的工业企业开始以一种复杂的方式使用品牌了。一些工业公司已经领跑了。。。卡特彼勒、杜邦、西门子、通用电气。但工业企业必须明白，品牌化远远不止是为一系列产品命名。品牌就是承诺公司的产品将创造并提供一定水平的业绩。品牌背后的承诺成为公司及其合作伙伴所有活动的动力。因此，如果摩托罗拉承诺六西格玛质量，那么摩托罗拉的每个人都有动力创造和提供这种水平的性能。
因此，品牌化是一家公司必须走的道路，以确定它想在什么方面做得出色，以及它的产品与竞争对手有何不同。品牌化是公司早期对产品定位和向买家阐明其价值主张的决定的外在表现。当品牌运作时，销售人员会进入已经知名和受人尊敬的客户的办公室，这些客户随时准备为他们举行听证会。
我们的书是第一个深入探讨工业产品品牌的艺术和科学。我们提供的概念，理论和几十个案例说明了成功的工业品品牌。