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营销人员如何面对将大量复杂信息传达给潜在购买者的挑战。但即使在此过程开始之前，强大的品牌也是必不可少的条件。购买者根据最高意识创建候选清单。品牌推广使公司进入了候选名单。 ITT Industries面临品牌混淆的挑战。该公司没有达到应有的声誉，并拥有多个产品品牌和价值中心。通过更名，ITT Industries寻求建立新的，全面的公司形象。
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