How powerhouse brands got that way.

The article presents the "Business-to-Business Branding: Building the Brand Powerhouse," the best-practice benchmarking report published by the Houston-based American Productivity and Quality Center research organization. The report focuses on the use of the branding technique as a marketing tool of the business as well as the attitude of business-to-business organizations towards the use of branding, and the branding strategies of several companies, such as Caterpillar, Cisco Systems, Hewlett-Packard and Dell Computer.