Post by Waldemar Pfoertsch
Professor of Marketing Management and Strategic & Digital Marketing@ CIIM Business School - University of Limassol, Author, Co-author with Philip Kotler & Keynote Speaker
Introducing the concept of performance branding in the B2B landscape, the new publication "B2B Brand Management: Incorporating Performance Branding, Transformative Marketing and Artificial Intelligence" sheds light on its pivotal role. Evolving from a mere marketing tool to a strategic asset, branding now steers business performance, emphasizing brand identity, shifting B2B branding perceptions, and the challenges of aligning branding with business goals. Effective branding, as discussed, elevates customer relationships, market positioning, and fosters sustainable growth. The chapter underscores the significance of a cohesive brand strategy that balances uniformity and personalization. Moreover, it explores the significance of advanced metrics in evaluating ROI, particularly in AI-driven environments. New publication from Philip Kotler and Waldemar Pfoertsch coming mid-September https://lnkd.in/d6vnGCh2 #b2bbranding #marketing
