Considerations in Managing B2B Brand Strategies
Andrei Buiga ()
Romanian Statistical Review Supplement, 2014, vol. 62, issue 4, 172-178
Brand is one of the most effective communication tools available but often it is not used that carefully in companies. Brands creation is a long term investment to increase shareholder value. Brand strategy, part of brand five steps process, needs to build on the positioning, mission, value proposition, promise and frame. These parts of the brand strategy are explained in this article.
Keywords: brand; branding; business to business; strategy; tools (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:rsr:supplm:v:62:y:2014:i:4:p:172-178
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