Branding the business marketing offer: exploring brand attributes in business markets
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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.
Journal of Business & Industrial Marketing
Marketing Management (incl. Strategy and Customer Relations)