THE INDUSTRIAL BRAND MANAGER ? Product Manager and Brand Communicator.
Brand managerIndustrial brand managerIndustrial brand managementBrand managementBusiness to businessManagement of enterprisesFöretagsledningManagementBusiness and Economics
The main objective of this thesis is to study the brand manager?s role within a global business to business (B2B) company. In order to meet the main objective we have chosen to study and analyse one global B2B company, Alfa Laval AB, Alfa Laval DK, Alfa Laval PL and its co-partners such as an advertising agency. We have also studied three global business to customer (B2C) companies, Mars, Unilever and Nestlé, to get a picture of brand managers? role and responsibilities within the B2C environment which is already quite far ahead in the development of the brand management thinking.