A roadmap for branding in industrial markets

Branding theory has been largely developed in the context of consumer products; yet, most economies are characterised by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus a priority. In this paper some of the...

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Bibliographic Details
Published in:The journal of brand management 2004-05, Vol.11 (5), p.388-402
Main Authors: Webster, Frederick E, Keller, Kevin Lane
Format: Article
Language:English
Subjects:
Brand image
Brands
Business to business commerce
Corporate image
Customers
Industrial goods
Industrial markets
Market segmentation
Market strategy
Marketing
Names
Social responsibility
Studies
Theory
Citations: Items that cite this one
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Summary:Branding theory has been largely developed in the context of consumer products; yet, most economies are characterised by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus a priority. In this paper some of the distinguishing characteristics of industrial branding are outlined, and some guidelines as to success with industrial brands are offered. [PUBLICATION ABSTRACT]
ISSN:1350-231X
1479-1803
DOI:10.1057/palgrave.bm.2540184