Author： Beverland Michael Napoli Julie Yakimova Raisa
Publisher： Emerald Group Publishing Ltd
ISSN： 0885-8624
Source： The Journal of Business and Industrial Marketing, Vol.22, Iss.6, 2007-08, pp. : 394-399
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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.
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