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    Branding the business marketing offer: exploring brand attributes in business markets

    Access Status
    Fulltext not available
    Authors
    Beverland, M.
    Napoli, Julie
    Yakimova, R.
    Date
    2007
    Type
    Journal Article
    
    Metadata
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    Citation
    Beverland, Michael and Napoli, Julie and Yakimova, Raisa. 2007. Branding the business marketing offer: exploring brand attributes in business markets. The Journal of Business and Industrial Marketing. 22 (6): pp. 394-399.
    Source Title
    The Journal of Business and Industrial Marketing
    DOI
    10.1108/08858620710780154
    ISSN
    08858624
    Remarks

    The definitive version is available from Emerald Group Publishing Limited.

    URI
    http://hdl.handle.net/20.500.11937/7860
    Collection
    • Curtin Research Publications
    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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