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  • Branding the business marketing offer: exploring brand attributes in business markets

    Author(s)
    Beverland, Michael
    Napoli, Julie
    Yakimova, Raisa
    Griffith University Author(s)
    Yakimova, Raisa
    Year published
    2007
    Metadata
    Show full item record
    Abstract
    Purpose - The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity. Design/methodology/approach - The article is theoretical with case examples. Findings - Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined. Practical implications - The paper identifies a contingent approach to brand identity in business markets. Originality/value - This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.Purpose - The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity. Design/methodology/approach - The article is theoretical with case examples. Findings - Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined. Practical implications - The paper identifies a contingent approach to brand identity in business markets. Originality/value - This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.
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    Journal Title
    Journal of Business & Industrial Marketing
    Volume
    22
    Issue
    6
    DOI
    https://doi.org/10.1108/08858620710780154
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Business and Management
    Marketing
    Publication URI
    http://hdl.handle.net/10072/40432
    Collection
    • Journal articles

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