B2B Brand Architecture

This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of t...

Full description

Saved in:
Bibliographic Details
Published inCalifornia management review Vol. 54; no. 2; pp. 58 - 71
Main Authors Muylle, Steve, Dawar, Niraj, Rangarajan, Deva
Format Journal Article
LanguageEnglish
Published Los Angeles, CA The University of California Press 01.01.2012
SAGE Publications
Subjects
Architectural design
Architecture
Brand image
Brands
Business structures
Business to business
Business to business commerce
Consumer goods industries
Customers
Firm theory
House brands
Marketing
Marketing strategies
Public relations
Risk management
Studies
U.S.A
Umbrellas
Online AccessGet full text

Cover

More Information
Summary:This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design.
Bibliography:ObjectType-Article-2
SourceType-Scholarly Journals-1
ObjectType-Feature-1
content type line 23
ISSN:0008-1256
2162-8564
DOI:10.1525/cmr.2012.54.2.58