Possibilities or applying branding techniques to the marketing of industrial goods

Date of publication: June 15, 1963


In view of this, it appears timely to raise here, in fundamental terms, the question as to what extend industrial products can he marketed by methods which, in the widest sense, are teased on those used for branded goods. In this context we are, of course, not concerned with the advisability of using such methods sporadically, but rather with the fundamental problem of determining the basic conditions for the development of a concept of branding applicable to industrial products and corresponding to consumer goods techniques. It is obvious that we must take into account the fundamental differences between industrial goods and consumer goods and that, in the case of the former, we can only be concerned with modified forms of branding techniques.

Karl-Heinz Strothmann


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