The brand value building and management marketing strategy forms the immanent part of an optimally conceived competitive strategy of companies, regardless of whether they operate in consumer (B2C) or business-oriented (B2B) markets. In practice, however, there is often an interpretive confusion...

Get tactical insight from the top business-to-business branding experts-and gain a global presence This comprehensive manual lays out the steps necessary for creating an iconic global identity. It uses the lessons and inside knowledge of Deloitte, the world's largest professional services...

The dominant perspective on organizational buyer behavior suggests that buyers tend to rely on objective criteria when making product choice decisions and that the potential influence of subjective cues, such as brands, on buyer decision-making decreases with increasing risk. An alternative...

This research study explored the relationship between corporate social responsibility (CSR) and brand equity, within business-to-business (B2B) group health insurance service firms. Since its inception as a business concept, CSR has been thought of as an exercise in being a good corporate...

This essay consists of a review of three books on Brand Management. The books are reviewed with the purpose of arriving at an approach for b2b branding. The three authors Travis, Davis and Aaker show different approaches to branding. Travis is anecdotal, Aaker is conceptual and Davis adopts a...