In the previous article,we learned how B2B marketers face the challenge of communicating a lot of complex information to potential purchasers.But even before that process starts,a strong brand is an essential requirement.Purchasers create a shortlist based on top-of-the-mind awareness.Branding puts companies onto that shortlist. ITT Industries faced the challenge of brand confusion.The company had not achieved the reputation that it deserved,and had multiple product brands and value centres.Through re branding,ITT Industries sought to establish a new and comprehensive corporate identity.
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机译：在上一篇文章中，我们了解了B2B营销人员如何面对与潜在购买者交流大量复杂信息的挑战。但是，即使在此过程开始之前，强大的品牌也是必不可少的。购买者会根据最重要的信息创建入围名单意识。品牌将公司列入该候选名单。 ITT Industries面临着品牌混淆的挑战。该公司未能获得应有的声誉，并拥有多个产品品牌和价值中心。通过重新品牌化，ITT Industries寻求建立新的，全面的企业形象。
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