Branding the business marketing offer: exploring brand attributes in business markets
Author(s)
Beverland, Michael
Napoli, Julie
Yakimova, Raisa
Griffith University Author(s)
Year published
2007
Metadata
Show full item recordAbstract
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
Subject
Marketing Management (incl. Strategy and Customer Relations)
Business and Management
Marketing