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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Published in | Central European business review Vol. 2; no. 4; pp. 24 - 29 |
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Main Authors | , |
Format | Journal Article |
Language | English |
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 |
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Abstract | 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. |
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AbstractList | 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. |
Author | Kolouchová, Daniela Konečný, Martin |
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References | Sadhna (ref15) 2011 Miller (ref13) 2005 ref14 ref11 ref10 ref0 ref1 Kotler (ref9) 2008 ref4 Gregory (ref6) 2007; 85 Davis (ref2) 2005 Emarald Insight (ref3) 2004 Miletsky (ref12) 2009 Fisher-Buttinger (ref5) 2008 |
References_xml | – volume-title: Connective Branding: Building Brand Equity in a Demanding World year: 2008 ident: ref5 contributor: fullname: Fisher-Buttinger – volume-title: Perspectives on Branding year: 2009 ident: ref12 contributor: fullname: Miletsky – ident: ref14 doi: 10.1016/S0019-8501(02)00184-0 – volume-title: Building a Brand. Bradford: Emarald Group Publishing Ltd year: 2004 ident: ref3 contributor: fullname: Emarald Insight – volume-title: Business of Brands year: 2005 ident: ref13 contributor: fullname: Miller – ident: ref0 doi: 10.1177/0256090920100207 – ident: ref11 doi: 10.1108/13522750810845540 – ident: ref10 doi: 10.1362/146934707X205877 – volume-title: Brand Management year: 2011 ident: ref15 contributor: fullname: Sadhna – ident: ref1 doi: 10.1016/j.ijresmar.2011.03.004 – volume: 85 start-page: 23 issue: 3 year: 2007 ident: ref6 article-title: Hidden Wealth in B2B Brands publication-title: Harvard Business Review contributor: fullname: Gregory – volume-title: Principles of Marketing year: 2008 ident: ref9 contributor: fullname: Kotler – volume-title: More than a Name: An Introduction to Branding year: 2005 ident: ref2 contributor: fullname: Davis – ident: ref4 doi: 10.23912/978-1-906884-54-3-2069 |
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SubjectTerms | Brand image Brand loyalty Brands Business to business commerce Customers Economy Employees Logos Marketing Qualitative research Reputations Sales Studies Success |
Title | The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers |
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