1 Development of the Concept of Brands -- 1. Brands : from their origins to complexity -- 2. The evolving status of brands -- 3. The brand, a tool with ever-widening applications -- 2 The Role of the Brand in the Industrial Purchase -- 1. The industrial purchase -- 2. Main motivation of buyers -- 3 The Characteristics of Business to Business Communication -- 1. Communication policy -- 2. Different kinds of communication -- 3. Targeted communication -- 4. Use of specialized media -- 5. Using the mass media -- 6. The Intel communication strategy -- 4 The Brand and its Mechanisms -- 1. Brand awareness and attention -- 2. The role of innovation in brand image -- 3. Brand associations -- 4. Loyalty -- 5 Brand Functions -- 1. Brands functions for the company -- 2. Brand functions for the customer -- 3. The role of performance facilitator -- 6 Purchaseability and Visibility of Industrial Brands -- 1. How do industrial brands reach the final customer? -- 2. The "purchaseability" concept -- 3. The visibility concept -- 4. High visibility for Scotchgard® brand (3M) -- 7 Industrial Brand Classification -- 1. Classification of industrial brands using traditional methods -- 2. Classification of industrial brands according to brand portfolio management -- Elan Informatique "Text-To-Speech" -- Branding at Elf Atochem -- 3. Classification according to brand visibility and purchaseability -- 4. Combined approach for classifying industrial goods -- 5. Aeronautics sector brands -- 8 Creating and Protecting Business to Business Brands -- 1. Creating brands -- What about the brand names of brand creation agencies ? -- 2. A new corporate name for an established company: Vivendi -- 3. Brand protection and counterfeiting -- 9 The Logotype and the Visual Identity Code -- 1. The essential role of the logotype -- 2. Classification of different logotypes -- The Valeo logo -- 3. Slogans and brand signatures -- 4. The visual identity code -- 10 Managing the International Brand -- 1. Global brand strategy -- Lexic by Legrand: a federating product-brand -- Air Liquide: the global strategy of a world leader -- Sodexho-Marriott: adopting a worldwide identity -- 2. Local brand strategy -- Saint-Gobain Containers: a local brand strategy -- 11 "Entering Goods" Brands: The Development of Co-Branding -- 1. "Purchaseability" and visibility of "entering goods" -- 2. Technical partnership first -- 3. Co-branding development: a visibility-based strategy -- 4. Gore-Tex®: a partner brand, from innovation to quality control of the customer product -- 5. Lycra® only by DuPont: a commercial and technical partnership -- 12 Brands of Intermediary Equipment Goods -- 1. Brands of intermediary equipment goods -- 2. Valeo: custom-made spare parts, from the drawing board to final packaging -- 3. Brand portfolio management of Zodiac: brands organized by sector -- 4. The Intel case: from technology to advertising, a true partnership -- 13 Equipment Goods Brands -- 1. Purchaseability and visibility of equipment goods brands -- 2. Different types of performance facilitators -- 3. Xerox: a "reference" brand in document management -- 4. Fruehauf: Rock Runner, Speed Slider... evocative product brands -- 5. Latécoère: technical partnership and its own products -- 6. Kimberly Clark: contributing to customer image -- 7. Tetra Pak brand: "Much more than the package" -- 8. Airbus: "Setting the Standards" -- 1 Business to Business Service Brands -- 1. The main characteristics of professional services -- 2. The purchaseability and visibility of professional service brands -- 3. A closer look at temporary work service companies -- 4. Professional service brands: facilitating performance -- 5. Andersen Consulting: the art of knowing how to orchestrate talents -- 6. EDS: a service brand directed at customer productivity -- 7. Microsoft: "How far will you go?" -- 15 Industrial Distributor Brands -- 1. The supply of industrial distributor branded products -- 2. The industrial supply of finished products or entering goods for consumer goods distributors -- Conclusion -- Index of brands and companies.