Abstract
Today, brands are of increasing concern to business professionals in the aeronautics and space sector, as well as being the subject of numerous surveys and research. Most of the time, brands are analyzed in terms of the consumer market. However brands are of major importance in the Business to Business field. Thus the different brand concepts and tools need to be examined from the two marketing perspectives. Vehicle of the company’s strategy, brands can be managed in very different ways in terms of brand name creation, visual or sound identity (logo, jingle) and slogan.
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Notes
- 1.
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See Chap. 11, Communication Policy.
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See Chap. 6, Innovation and Product Management.
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Aaker, D. A. (1991). Managing brand equity, New York: Free Press.
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Malaval, P. (2001). Strategy and management of industrial brands. Norwell: Kluwer.
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See Chap. 4, Market Segmentation and Positioning.
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Chernatony,L. (de), & McDonald, M. (1992). Creating powerful brands. London: Butterworth-Heinemann.
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Schmalensee, R. (1982), Product differentiation advantages of pioneering brands. The American Economic Review, 72.
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Aaker, D. A. (1991). Op. Cit.
- 12.
See Chap. 2, The Individual and Organizational Purchase.
- 13.
See further, Zodiac: managing a brand portfolio by sector.
- 14.
See Visual identity.
- 15.
See Chap. 7, Marketing of Services.
- 16.
See Chap. 2, The Individual and Organizational Purchase.
- 17.
See further Latécoère: technical partnership and its own products.
- 18.
See further Airbus: “Setting the Standards”.
- 19.
Malaval, Ph., & et Bénaroya, Ch. (2010). Marques BtoB. Paris: Pearson.
- 20.
See further Zodiac: managing a brand portfolio by sector.
- 21.
See Chap. 15, Alliance Strategies.
- 22.
See in Chap. 6, Innovation and Product Management, the development “Different product generations: military aircraft”.
- 23.
See Chap. 15, Alliance Strategies.
- 24.
See Brun, M., & Rasquinet, Ph. (1996). L’identité visuelle de l’entreprise au-delà du logo. Paris: Éditions d’Organisation; Behaeghel, J. (1990). A Corporate Identity… to be Identified, Gestion 2000, 91–106.
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Aaker, D. A., & Lendrevie J. (1994). Le management du capital de marque. Paris: Dalloz.
- 26.
Company’s visual identity is presented on-line on its website: boeing.com.
- 27.
See in Chap. 6, Innovation and Product Management, the development “Latécoère’s innovation: on-board video systems”.
- 28.
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Malaval, P., Bénaroya, C., Aflalo, J. (2014). Brand Management. In: Aerospace Marketing Management. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-01354-1_13
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DOI: https://doi.org/10.1007/978-3-319-01354-1_13
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