The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The first part of the article deals with the theoretical background...

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Bibliographic Details
Published inCentral European business review Vol. 2; no. 4; pp. 24 - 29
Main Authors Kolouchová, Daniela, Konečný, Martin
Format Journal Article
LanguageEnglish
Published Prague Vysoká škola ekonomická v Praze - Fakulta podnikohospodářská 31.12.2013
University of Economics, Prague - Faculty of Business Administration
University of Economics, Faculty of Business Administration
Subjects
Brand image
Brand loyalty
Brands
Business to business commerce
Customers
Economy
Employees
Logos
Marketing
Qualitative research
Reputations
Sales
Studies
Success
brand importance in B2B
qualitative research
B2B market
Brand building
expert interviews
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Summary:This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The first part of the article deals with the theoretical background of brand importance and market specifics of B2B markets and results in the setting of two hypotheses. The following research has to find out how the managers of a pure business-to-business company perceive the importance of a brand; moreover, it has to evaluate the importance of eight specific brand building factors. Fourteen expert interviews document the growing of brands in the B2B market and their main aspects. At the end of the article, we will focus on future implications for B2B management.
ISSN:1805-4862
1805-4854
1805-4862
DOI:10.18267/j.cebr.61