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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...

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Bibliographic Details
Main Authors:	Beverland, M., Napoli, Julie, Yakimova, R.
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2007
Subjects:	brands business-to-business marketing value added
Online Access:	http://hdl.handle.net/20.500.11937/7860

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