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 |
| Published: |
Emerald Group Publishing Limited
2007
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/7860 |
| _version_ | 1848745491239534592 |
|---|---|
| author | Beverland, M. Napoli, Julie Yakimova, R. |
| author_facet | Beverland, M. Napoli, Julie Yakimova, R. |
| author_sort | Beverland, M. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | 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. |
| first_indexed | 2025-11-14T06:18:12Z |
| format | Journal Article |
| id | curtin-20.500.11937-7860 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:18:12Z |
| publishDate | 2007 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-78602017-09-13T16:06:25Z Branding the business marketing offer: exploring brand attributes in business markets Beverland, M. Napoli, Julie Yakimova, R. brands business-to-business marketing value added 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. 2007 Journal Article http://hdl.handle.net/20.500.11937/7860 10.1108/08858620710780154 Emerald Group Publishing Limited restricted |
| spellingShingle | brands business-to-business marketing value added Beverland, M. Napoli, Julie Yakimova, R. Branding the business marketing offer: exploring brand attributes in business markets |
| title | Branding the business marketing offer: exploring brand attributes in business markets |
| title_full | Branding the business marketing offer: exploring brand attributes in business markets |
| title_fullStr | Branding the business marketing offer: exploring brand attributes in business markets |
| title_full_unstemmed | Branding the business marketing offer: exploring brand attributes in business markets |
| title_short | Branding the business marketing offer: exploring brand attributes in business markets |
| title_sort | branding the business marketing offer: exploring brand attributes in business markets |
| topic | brands business-to-business marketing value added |
| url | http://hdl.handle.net/20.500.11937/7860 |