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

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.