Branding the business marketing offer: exploring brand attributes 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 f...
| Main Authors: | , , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2007
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/7860 |
| Summary: | 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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