Primer in B2B brand-building strategies with a reader practicum

Mark S. Glynn

Journal of Business Research, 2012, vol. 65, issue 5, 666-675

Abstract: 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.

Keywords: Business-to-business brands; Resources; Brand value chain; Empirical research (search for similar items in EconPapers)
Date: 2012
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (13)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296311001056
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:65:y:2012:i:5:p:666-675

DOI: 10.1016/j.jbusres.2011.03.010

Access Statistics for this article

Journal of Business Research is currently edited by A. G. Woodside

More articles in Journal of Business Research from Elsevier
Bibliographic data for series maintained by Catherine Liu ().