B2B Brand Management

Product Information

We provide printing services; we do the printing for them. This kind of low-technology product or service does not need branding. (M7)

Unlike traditional, physical marketing, companies have to consider new factors when strategizing their digital brand management: As a result of the above, branding can help to improve sales. Increasing visibility and brand loyalty will ultimately lead to customers continuing to buy your products/services. Looking for a brand management agency? Analytics - Social analytics offer invaluable information about your consumers and how they engage with your brand digitally, helping you craft and hone your online presence and ensuring social media success. Roberts, J., and B. Merrilees. 2007. Multiple roles of brands in business-to-business services. Journal of Business & Industrial Marketing 22(6): 410–417.Yanamandram, V., and L. White. 2006. Switching barriers in business-to-business services: A qualitative study. Journal of Services Marketing 17(2): 158–192. A brand is not a logo, but it represents the value of a company. Premium brands can charge you thousands of dollars for a bag, just like Louis Vuitton does. This is difficult to achieve for a bag from us with no brand. (M4) In a comparison with product brands, corporate brands possess a strong and explicit connection with an organisation’s culture and structure (Merrilees and Miller 2008) and the aim is to cultivate stakeholders’ attachment to the organisation (Balmer 2001; Hatch and Schultz 2003), whereas product brands leverage products sales to increase market share. Corporate brands enjoy attention from a wide range of stakeholders, including consumers, employees, supply chain partners, investors, and government organisations (Vallaster and Lindgreen 2011). Compared to product brands, corporate brands are formed in an abstract mode to represent corporate value and to serve diverse stakeholders (Balmer and Greyser 2002).

Liang, X., L. Wang, and Z. Cui. 2014. Chinese private firms and internationalization: Effects of family involvement in management and family ownership. Family Business Review 27(2): 126–141. Moon, H., and D.E. Sprott. 2016. Ingredient branding for a luxury brand: The role of brand and product fit. Journal of Business Research 69(12): 5768–5774. Prior, D.D. 2013. Supplier representative activities and customer perceived value in complex industrial solutions. Industrial Marketing Management 42(8): 1192–1201. Webster, F.E., and K.L. Keller. 2004. A roadmap for branding in industrial markets. Journal of Brand Management 11(5): 388–402.Linting, M., J.J. Meulman, P.J.F. Groenen, and A.J. Van Der Kooij. 2007. Nonlinear principal components analysis: Introduction and application. Psychological Methods 12: 336–358.

In 2018, the GIF – any kind of short, looping animation invoked by internet users to convey a message - celebrated its thirty-year anniversary. Yes, that's right, GIF technology is more than THIRTY years old. Van Ittersum, K., M.J.J.M. Candel, and M.T.G. Meulenberg. 2003. The influence of the image of a product’s region of origin on product evaluation. Journal of Business Research 56(3): 215–226. Hirvonen, S., and T. Laukkanen. 2014. Brand orientation in small firms: An empirical test of the impact on brand performance. Journal of Strategic Marketing 22(1): 41–58. Data were analysed through both qualitative and quantitative approaches to complement the results. First, we followed an inductive approach by employing thematic analysis to process the data. Following the guidelines for the thematic analysis process (Attride-Stirling 2001; Braun and Clarke 2006), we explored qualitative data in detail. Starting with data cleaning and detailed reading, we identified codes from text, analysed and examined text and codes and then induced codes into various themes and patterns that reflect the nature of the data. The qualitative approach discovered a number of themes and patterns. We further grouped and categorised the themes, and excluded some themes that are irrelevant to the study and yet to meet the objective of this research. After a series of analysis, coding, recoding, grouping and regrouping, we formed a list of categories that are in line with brand management literature, including brand orientation, branding impediments, branding architecture, and branding communication.Leek, S., and G. Christodoulides. 2011. A literature review and future agenda for B2B branding: Challenges of branding in a B2B context. Industrial Marketing Management 40: 830–837. Lilien, G.L., R. Grewal, D. Bowman, M. Ding, A. Griffin, V. Kumar, D. Narayandas, R. Peres, R. Srinivasan, and Q. Wang. 2010. Calculating, creating, and claiming value in business markets: Status and research agenda. Marketing Letters 21(3): 287–299.

Bibliography......................................................................................... 331 Glynn, M.S. 2012. Primer in B2B brand-building strategies with a reader practicum. Journal of Business Research 65: 666–675. Keller, K.L., and P. Kotler. 2012. Branding in B2B firms. In Handbook of business-to-business marketing, ed. L. Gary and G. Rajdeep, 208–225. Cheltenham: Edward Elgar. Vallaster, C., and A. Lindgreen. 2011. Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand. Industrial Marketing Management 40: 1133–1143. They have used their large social media following of over 3 million followers to promote their blog, and therefore their message of environmental consideration, rather than solely for sales advertising. This keeps their digital brand and value proposition clear and consistent while actively engaging customers.Siu, W.-S. 2005. An institutional analysis of marketing practices of small and medium-sized enterprises (SMEs) in China, Hong Kong and Taiwan. Entrepreneurship & Regional Development 17(1): 65–88. Product managers and teams. They assist in planning and ideating the basics of your brand, such as its vision, personality and messaging.