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GE: Branding Business to Business
This case study was prepared by Case Marketing for Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business, Dartmouth College. This case was published in Nguuqpu"htqo"vjg"Yqtnf‚u"Uvtqpiguv"Dtcpfu" by Kevin Lane Keller and was intended for classroom discussion. Introduction Yjgp"Igpgtcn"Gngevtke‚u"pkpvj"ejcktocp."Lghh"Koognv."vqqm"qhhkeg"cu"Ejcktocp"qh"vjg" Dqctf"cpf"Ejkgh"Gzgewvkxg"Qhhkegt"qp"Ugrvgodgt"9."4223."hgy"eqwnf"kocikpg"yjcv"yqwnf" jcrrgp"kp"vjqug"hqnnqykpi"fc{u0""Vjg"gxgpvu"qp"Ugrvgodgt"33vj"ejcpigf"vjg"yqtnf."vjg" geqpqo{."cpf"rgqrng‚u"xcnwgu"qp"vjg"gpxktqpogpv."eqorcpkgu"cpf"vjg"rtqfwevu"vjg{" wugf0""Pqv"qpn{"fkf"vjgug"ejcpigu"etgcvg"uqog"qh"vjg"oquv"fkhhkewnv"ejcnngpigu"cp{"EGQ" yqwnf"gxgt"hceg"kp"vjg"eqorcp{‚u"347"{gct"jkuvqt{."dwv"cnuq"Koognv"jcf"uqog"dki"ujqgu" vq"hknn0""Jku"rtgfgeguuqtu"kpenwfgf"Lcem"Ygnej."Tgikpcnf"J0"Lqpgu."cpf"Vjqocu"Gfkuqp." cnn"yjq"jcf"jgnr"etgcvg"c"fkxgtug"rqtvhqnkq"qh"dwukpguugu"tcpikpi"htqo"nkijv"dwndu"vq"lgv" gpikpgu"vq"hkpcpekcn"ugtxkegu0""Vjgug"tgxgpwg"ftkxgtu"jcf"jgnrgf"itqy"vjg"Igpgtcn" Gngevtke"Eqorcp{"kpvq"c"dknnkqp"fqnnct"rqygtjqwug0""" Cu"Koognv"gpvgtgf"qhhkeg."c"fkxkpi"geqpqo{."gzrnqfkpi"rqrwncvkqp"itqyvj."tkukpi" hwgn"equvu."cpf"inqdcn"yctokpi"ygtg"cnn"vqr"qh"okpf0""Koognv"dgnkgxgf"vjcv"vjg"hwvwtg"qh" vjg"eqorcp{"nc{"kp"kppqxcvkqp"cpf"nguu"rtqxgp"vgejpqnqikgu"uwej"cu"hquukn"hwgnu"cpf" ykpf"vgejpqnqi{0""Jg"dgicp"vq"uvggt"vjg"eqorcp{"kp"c"eqorngvgn{"pgy"fktgevkqp."hktuv" ftqrrkpi"vjg"ygnn/mpqyp"unqicp"›Yg"Dtkpi"Iqqf"Vjkpiu"vq"Nkhgfi"hqt"›Kocikpcvkqp"cv" Yqtmfi"kp"42250""Vjgp."cu"uvtkevgt"inqdcn"tgiwncvkqpu"cpf"gpxktqpogpvcn"eqpegtpu"dgecog" oqtg"rtqokpgpv."jg"ncwpejgf"c"eqorcp{/ykfg"kpkvkcvkxg"ecnngf"›Geqocikpcvkqpfi"kp"4227." yjkej"ugv"ciitguukxg"iqcnu"hqt"IG"vq"rtqfweg"engcpgt"vgejpqnqikgu0""Hkpcnn{."ykvj"dqvj" ecorckipu"kp"hwnn"igct"d{"vjg"dgikppkpi"qh"4228."IG"ncwpejgf"›Jgcnvjectg"Tg/Kocikpgffi" kp"Hgdtwct{"4228"vq"eqoowpkecvg"vjg"eqorcp{‚u"cfxcpegu"kp"jgcnvjectg"vgejpqnqi{0"" Vjku"oclqt"ujkhv"kp"octmgvkpi"cpf"dwukpguu"uvtcvgikgu"fkf"pqv"jgnr"IG‚u"uvqem."yjkej" nkpigtgf"kp"vjg"nqy"vq"okf/52‚u"ukpeg"jg"vqqm"qxgt"cu"EGQ0""Dwv."Koognv"eqpvkpwgf"vq" dgnkgxg"vjcv"hqewukpi"qp"kppqxcvkqp"cpf"geq/htkgpfn{"vgejpqnqi{"ycu"vjg"dguv."oquv" rtqhkvcdng"fktgevkqp"hqt"vjg"eqorcp{0" " The Early Years (1878-1954) Vjqocu"Gfkuqp"qpeg"uvcvgf"kp"vjg"ncvg"3;vj"egpvwt{."›K"hkpf"qwv"yjcv"vjg"yqtnf"pggfu."cpf" vjgp"K"rtqeggf"vq"kpxgpvfi"⁄"c"oqvvq"vjcv"jcu"ugtxgf"cu"vjg"hqwpfcvkqp"hqt"kppqxcvkqp"cv" Igpgtcn"Gngevtke0""Vjg"jkuvqt{"qh"vjg"eqorcp{"uvctvgf"yjgp"Vjqocu"Gfkuqp"hqwpfgf"Vjg" Gfkuqp"Gngevtke"Nkijv"Eqorcp{"kp"3:9:0""C"{gct"ncvgt"jg"kpxgpvgf"jku"oquv"hcoqwu"

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