Creating and Protecting Business to Business Brands

  • Philippe Malaval


Brand classification, which was dealt with in Chapter 7, shows how diverse the origins of industrial brands are: company name brands, brands which have some sort of signification, and brands with a technological connotation, among others. As well as being the basic element of communication between the company and the customer and an indicator of the customer’s loyalty and awareness, the brand is also the company’s mouth piece conveying its values and promises. Considering what is at stake for industrial brands especially as regards the customer-supplier relationship, launching a new brand requires very serious preparation.


Legal Action Unfair Competition Identical Brand International Brand Patent Registration 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. Hammel, S., (1997), US News & World Report, Washington, quoted in Courrier International n°368, Brands: what a bummer finding a name, 20–26 November.Google Scholar
  2. Osborn, A.F., (1963), Applied Imagination, 3rd ed, New York: Charles Scribner’s Sons.Google Scholar

Copyright information

© Springer Science+Business Media New York 2001

Authors and Affiliations

  • Philippe Malaval
    • 1
  1. 1.Toulouse Business School (ESC Toulouse)France

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