Branding case studies abound in B2C but do not in the B2B world. I'm talking about real branding, not what many people in the B2B world mistake for branding. The best case study I have read so far is one from SAP and dates back to 1999-2001.
Click here to download the case study.
This was published by Center on Global Brand Leadership at Columbia Business School under the direction of Professor Bernd Schmitt.
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