Business Market Brand Consortium

Brands can be critically important in business markets, but are often poorly understood inside business-to-business marketing firms. The ISBM Business Market Brand Consortium focuses on management, valuation, and better understanding of the role of brands in business-to-business marketing. Participants include corporate brand and large product category brand managers from business-to-business firms.

Discussions focus on the management of brands during times of merger and acquisition, brand valuation in business markets, ingredient branding, branding strategy through channels, etc.

Participants have heard from world research leaders such as Dr. Don Schultz of Northwestern University and Dr. Raj Srivastava of The University of Texas at Austin. Branding case histories have been heard from firms such as 3M, Snap-On Tools, DuPont and others.

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