Branding e comunicazione

[Autom. eng. transl.] In this chapter we analyze the specificities of communication and branding strategies in business markets. First of all, the importance of a "total corporate communication" strategy is introduced, aimed at positioning and enhancing the company as a whole on the market and in relation to all its stakeholders. In the chapter the variables that influence the corporate identity are examined in detail and can therefore stimulate the company to certain corporate branding strategies. In the second part, the chapter develops the theme of product branding emphasizing the importance of integrated communication strategies. The various forms of communication and branding are analyzed also according to the different stages through which the customer's purchase can pass. At the end, three communication activities are analyzed in depth, taking on a particularly significant role for companies operating in the business markets: fairs, public relations and sales promotions.