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

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Title Branding the business marketing offer: exploring brand attributes in business markets
Author Beverland, Michael; Napoli, Julie; Yakimova, Raisa
Journal Name Journal of Business & Industrial Marketing
Year Published 2007
Place of publication United Kingdom
Publisher Emerald Group Publishing Ltd.
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.
Peer Reviewed Yes
Published Yes
Alternative URI http://dx.doi.org/10.1108/08858620710780154
Volume 22
Issue Number 6
Page from 394
Page to 399
ISSN 0885-8624
Date Accessioned 2011-06-20
Language en_AU
Faculty Griffith Business School
Subject Marketing Management (incl Strategy and Customer Relations)
URI http://hdl.handle.net/10072/40432
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1x

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