 INDUSTRIAL BRANDING – DOES IT PAY OFF?Anca Butnariu
SEA - Practical Application of Science, 2017, issue 15, 493-498 Abstract: In a world characterized by the growth of global competition, a key question raised by business-to-business marketers is if brands in industrial markets really pay off, that is in which contexts and for what type of customers branding efforts are important and can bring competitive advantages for the companies owning those brands. The particularities and importance of branding in business has become a major field of scientific debate in the last years, but there are still questions unanswered and aspects unclear and under researched. Traditionally, B2B managers have been more skeptical about the benefits of branding, arguing that the organizational buying process is rational and focused on functional characteristics of the products and not based on the emotional values used in the B2C context. In this paper, we review the literature on brand equity in industrial markets and propose a synthetic conceptual model, with the purpose to shed more light on the issue of industrial branding. Keywords: Industrial branding; Brand equity; Brand positioning (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:cmj:seapas:y:2017:i:15:p:493-498 Access Statistics for this article SEA - Practical Application of Science is currently edited by Romanian Foundation for Business Intelligence More articles in SEA - Practical Application of Science from Romanian Foundation for Business Intelligence, Editorial Department |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.