An exploration of branding in industrial markets
UNSPECIFIED. (1997) An exploration of branding in industrial markets. INDUSTRIAL MARKETING MANAGEMENT, 26 (5). pp. 433-446. ISSN 0019-8501Full text not available from this repository.
Is branding important in industrial markets? To answer this question, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer. Expected brand value consists of four components: product performance, distribution (ordering and delivery) performance, support services performance, and company performance, with each component integrating both tangible and intangible elements. This model is then compared to the views elicited from in-depth interviews with manufacturers, distributors, and purchasers of precision bearings. This exploratory study of the decision-making process and the sources of industrial brand value highlights the importance of relatively intangible product and company attributes. The findings indicate that branding may play a powerful role, especially in industrial markets where it is increasingly difficult to maintain meaningful differentiation on the basis of product quality or price. (C) 1997 Elsevier Science Inc.
|Item Type:||Journal Article|
|Subjects:||H Social Sciences > HF Commerce
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
|Journal or Publication Title:||INDUSTRIAL MARKETING MANAGEMENT|
|Publisher:||ELSEVIER SCIENCE INC|
|Number of Pages:||14|
|Page Range:||pp. 433-446|
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