Abstract:

There are two main lines in campaigns for industrial products: 1. To give priority to the product and its qualities (Product image); 2. To give priority to the company behind the products (Company image). In principle, the more complex the product (for example, a personal computer compared to a ball-point pen), the more important the Company image. A good Company image is necessary as a base for building a product image and then sales. A potential buyer does not dare to buy a product/ service that is complex and involves financial risks if he does not have confidence in the company behind the product. I.e. you buy the company before you buy the product.