B2B Brand Architecture
基于对多家B2B企业的研究，提炼品牌架构设计的一般原则，并通过广泛样本检验。品牌架构取决于组织集中程度和市场标准化程度，并结合销售过程中的风险缓解原则。
This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design. (Business to business (B2B), Brand management, Case Study)