Primer in B2B brand-building strategies with a reader practicum
- 作者：Mark S. Glynn ; mark.glynn@aut.ac.nz
- 关键词：Business-to-business brands ; Resources ; Brand value chain ; Empirical research
- 刊名：Journal of Business Research
- 出版年：2012
- 期刊代码：31_01482963
- 类别：eco
- 出版时间：May, 2012
- 卷：65
- 期：5
- 页码：666-675
- 文件大小：282 K
摘要
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.