In an age where products increasingly resemble each other, companies are turning to branding, recognizing it as a way to create a preference for their offerings. Branding has been a decisive factor in the success of well-known consumer goods such as Coca-Cola, McDonald's, Kodak, and Mercedes.

It is time for more industrial companies to embrace a more skillful use of branding. Some have paved the way... including Caterpillar, DuPont, Siemens, and GE. However, industrial companies must understand that branding is much more than creating a name for a range of offerings.

Branding is about the promise that the company's offering will create and deliver a specific level of performance. The promise behind the brand identity, that is branding, serves as the driving force for all the company's activities and those of its partners.

Our book is one of the first to examine in depth the art and science of branding industrial products. We provide the principles, the theory, and dozens of cases that illustrate successful branding in the field of industrial goods.