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

Raisa Yakimova, Michael Beverland, Julie Napoli

Research output: Contribution to journalArticle

21 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.

LanguageEnglish
Pages394-399
Number of pages6
JournalJournal of Business and Industrial Marketing
Volume22
Issue number6
DOIs
Publication statusPublished - 1 Oct 2007
Externally publishedYes

Fingerprint

Business marketing
Business markets
Brand identity
Branding
Design methodology
Positioning
Marketers

Cite this

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Branding the Business Marketing Offer : Exploring Brand Attributes in Business Markets. / Yakimova, Raisa; Beverland, Michael; Napoli, Julie.

In: Journal of Business and Industrial Marketing, Vol. 22, No. 6, 01.10.2007, p. 394-399.

Research output: Contribution to journalArticle

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AU - Beverland, Michael

AU - Napoli, Julie

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