Developing Insights on Branding in the B2B Context: Case Studies from Business Practice

C2 Edited book


Internal Authors/Editors


Publication Details

List of Authors: Nikolina Koporcic, Maria Ivanova-Gogne, Anna-Greta Nyström, Jan-Åke Törnroos
Editors: Nikolina Koporcic, Maria Ivanova-Gogne, Anna-Greta Nyström, Jan-Åke Törnroos
Publication year: 2018
Publisher: Emerald
ISBN: 9781787562769


Abstract

This book presents real life business-to-business (B2B) branding cases.
The book deploys a theoretical-practical approach, where theoretical and
conceptual frameworks related to key branding topics are supported by
empirical case studies. Each case helps to illustrate the framework and
discuss its applicability in practice. Through the presented exploratory
case studies, the authors provide fresh examples from business practice
that are easy to comprehend by undergraduate students, and are easily
applied by managers in the field. The book consists of three main parts,
covering important aspects of B2B branding. It presents several aspects
of external as well as internal branding, supplemented by novel
approaches in B2B branding. In addition, the book offers examples of
best practices, as well as notable mistakes made by companies involved
in branding processes. Thus, it provides a holistic perspective, which
will enable companies to learn not only about best practices, but also
about pitfalls in the area of corporate branding. In addition to the
novel practical cases, each chapter provides relevant theoretical
underpinnings presented in a simple, down-to-earth manner. The book
highlights recent research areas and coming trends within B2B branding.
The book is suitable for everyone with an interest in B2B branding,
regardless of background or previous knowledge of branding.


Keywords

Brands, Business-to-business marketing

Last updated on 2019-14-11 at 03:38