Download This PaperA Roadmap for Branding Industrial Markets
30 Pages Posted: 14 Apr 2004
Date Written: February 2004
Abstract
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: 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
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