Characteristics of the brand building on the business (B2B) market
This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of indus...
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Srpsko udruženje za marketing
2011-01-01
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Series: | Marketing (Beograd. 1991) |
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Online Access: | http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711103141G.pdf |
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doaj-987e8953335c46c99c40636eaed1387d2020-11-25T01:08:27ZengSrpsko udruženje za marketingMarketing (Beograd. 1991)0354-34712334-83642011-01-0142314114910.5937/markt1103141G0354-34711103141GCharacteristics of the brand building on the business (B2B) marketGligorijević Mirjana0University of Belgrade, Faculty of Economy, Belgrade, SerbiaThis paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market.http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711103141G.pdfbusiness (B2B) brandbusiness marketintegrated marketing activitybranding tools |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Gligorijević Mirjana |
spellingShingle |
Gligorijević Mirjana Characteristics of the brand building on the business (B2B) market Marketing (Beograd. 1991) business (B2B) brand business market integrated marketing activity branding tools |
author_facet |
Gligorijević Mirjana |
author_sort |
Gligorijević Mirjana |
title |
Characteristics of the brand building on the business (B2B) market |
title_short |
Characteristics of the brand building on the business (B2B) market |
title_full |
Characteristics of the brand building on the business (B2B) market |
title_fullStr |
Characteristics of the brand building on the business (B2B) market |
title_full_unstemmed |
Characteristics of the brand building on the business (B2B) market |
title_sort |
characteristics of the brand building on the business (b2b) market |
publisher |
Srpsko udruženje za marketing |
series |
Marketing (Beograd. 1991) |
issn |
0354-3471 2334-8364 |
publishDate |
2011-01-01 |
description |
This paper analyzes the characteristics of the brand building in the business (B2B) market. Branding strategy at the business market is complex and difficult to implement because of the many limiting factors. Building a brand in the business market is marked by very specific characteristics of industrial products. The value of B2B brands is built through functional characteristics and performances of the product (functional values) and emotional value, which together guarantee the delivery a unique experience of business customers. All marketing mix tools can be considered to be branding instruments. The purpose of this paper is to emphasize the importance of applying a branding strategy on business market. |
topic |
business (B2B) brand business market integrated marketing activity branding tools |
url |
http://scindeks-clanci.ceon.rs/data/pdf/0354-3471/2011/0354-34711103141G.pdf |
work_keys_str_mv |
AT gligorijevicmirjana characteristicsofthebrandbuildingonthebusinessb2bmarket |
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