Smaller firms tackle rebranding

摘要

While b-to-b giants such as General Electric Co., United Parcel Service of America and DuPont have received recognition over the past few years for major rebranding efforts, smaller b-to-b marketers have also launched rebranding campaigns to reposition themselves in the face of increased competition. Prominent among these smaller marketers are manufacturers that decided to redefine their businesses in response to downward price pressures. "Companies in more traditional businesses are seeing their product lines become commodities, and they have to compete on price when they are used to competing on quality. They have to reinvent their value proposition," said Randy Burge, VP-management supervisor at Media Logic, an Albany, N.Y.-based branding consultancy that recently handled rebranding efforts for Applied Robotics and Marley Cooling Technologies.