Branding the Business Marketing Offer: Exploring Brand Attributes in Business Markets

Raisa Yakimova, Michael Beverland, Julie Napoli

Research output: Contribution to journalArticle

25 Citations (Scopus)

Abstract

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.

Original languageEnglish
Pages (from-to)394-399
Number of pages6
JournalJournal of Business and Industrial Marketing
Volume22
Issue number6
DOIs
Publication statusPublished - 1 Oct 2007
Externally publishedYes

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