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

• Published in: Central European business review Vol. 2; no. 4; pp. 24 - 29
• Main Authors: Kolouchová, Daniela, Konečný, Martin
• 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
• 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

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...