A Roadmap for Branding Industrial Markets

30 Pages Posted: 14 Apr 2004

See all articles by Kevin Lane Keller

Kevin Lane Keller

Dartmouth College - Tuck School of Business

Frederick Webster


Date Written: February 2004


Branding theory has been largely developed in the context of consumer products; yet, most economies are characterized by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus an important priority. In this article, we outline some of the distinguishing characteristics of industrial branding and offer some guidelines as to success with industrial brands.

Keywords: Business-to-business branding, industrial brands, industrial marketing, strategic brand management

JEL Classification: M31

Suggested Citation

Keller, Kevin Lane and Webster, Frederick, A Roadmap for Branding Industrial Markets (February 2004). Available at SSRN: https://ssrn.com/abstract=530823 or http://dx.doi.org/10.2139/ssrn.530823

Kevin Lane Keller (Contact Author)

Dartmouth College - Tuck School of Business ( email )

Hanover, NH 03755
United States

Frederick Webster


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