In:
Journal of Business & Industrial Marketing, Emerald, Vol. 22, No. 6 ( 2007-08-28), p. 394-399
Abstract:
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.
Type of Medium:
Online Resource
ISSN:
0885-8624
DOI:
10.1108/08858620710780154
Language:
English
Publisher:
Emerald
Publication Date:
2007
detail.hit.zdb_id:
649550-3
detail.hit.zdb_id:
2019934-X
SSG:
3,2
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