This primer examines the empirical evidence about business-to-business (B2B) brands and its implications
for brand strategy. Some of world’s most valuable brands are predominantly B2B in nature, however brand
marketing texts typically assume a consumer branding (B2C) perspective. The question arises as to whether
or not branding is important in B2B marketing. This primer considers the following question. How do B2B
brands create and deliver value for firms in inter-organizational transactions? The paper begins by examining
the relevance of current theoretical frameworks of branding to B2B value creation. Next the study considers
the brand value chain and the contribution of extant B2B research at its various stages. The paper concludes by
examining areas for future research in B2B branding and presents a reader practicum.
Many entries in the Interbrand (2010) Best Global Brands list are business-to-business (B2B) brands including five of the top ten: GE, IBM, Intel, Microsoft, and HP. Looking further down this list, at least 21 other brands earn substantial revenue from B2B markets. These B2B brands are: Cisco, Oracle, SAP, JP Morgan, UPS, HSBC, Goldman Sachs, Thomson Reuters, Citi, Accenture, Siemens, Morgan Stanley, Axa, Xerox, Allianz, Caterpillar, Credit Suisse, Barclays, UBS, 3M and Zurich. The value of these B2B brands is greater than higher profile consumer
By:Mark S. Glynn
File Information:English Language/10 Page/Size:179 K
کاری از:Mark S. Glynn
اطلاعات فایل:زبان انگلیسی/10 صفحه/حجم:179 K
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