engleski

A Literature Analysis of Contemporary Research In Business-to-Business Branding

Business-to-business branding, as a special branding segment, did not receive much attention from researchers and practitioners despite the fact that some of the world’s strongest brands are B2B brands. Taking into account many differences in B2B and B2C markets it is evident that there are also theoretical and practical differences in their approach to branding which have to be taken into account when engaging in branding activities or developing branding theories. The aim of this paper is to analyze all accessible literature related to branding in B2B context with a goal of further intensifying research in this area. Four streams of research in B2B branding have been analyzed and these are as follows: (1) the importance of B2B branding in organizational purchase decisions, (2) the importance of B2B brand equity, (3) the role of B2B branding in relationship building and (4) the importance of corporate branding for B2B companies.

B2B marketing; B2B branding

nije evidentirano