Branding the business marketing offer: exploring brand attributes in business markets

Beverland, M, Napoli, J and Yakimova, R 2007, 'Branding the business marketing offer: exploring brand attributes in business markets', Journal of Business and Industrial Marketing, vol. 22, no. 6, pp. 394-399.


Document type: Journal Article
Collection: Journal Articles

Title Branding the business marketing offer: exploring brand attributes in business markets
Author(s) Beverland, M
Napoli, J
Yakimova, R
Year 2007
Journal name Journal of Business and Industrial Marketing
Volume number 22
Issue number 6
Start page 394
End page 399
Total pages 6
Publisher Emerald Group Publishing
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.
Subject Marketing Measurement
Keyword(s) brands
business-to-business marketing
value added
DOI - identifier 10.1108/08858620710780154
Copyright notice Copyright Emerald Group Publishing Limited
ISSN 0885-8624
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Citation counts: TR Web of Science Citation Count  Cited 23 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 19 times in Scopus Article | Citations
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Created: Wed, 17 Nov 2010, 16:09:00 EST by Catalyst Administrator
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