B2B branding in global commodity networks: a cultural branding analysis of a Danish company going global

Abstract

This chapter explores how global brand meanings are formed for B2B brands. We analyse a Danish B2B brand that struggles with an interruption in their brand meanings due to the company going global. We show that brand meanings are co-created by multiple brand stakeholders drawing upon mythologies circulating in and about global commodity networks. The brand meanings are affected by mythologies of globalisation and global production, which intervene with how the brand meanings are perceived by its customers. This study has implications for how we conceptualise B2B brand meanings. Our case study demonstrates the relevance of cultural branding analyses of B2B brands as well as open the frontiers of cultural branding approaches to global B2B contexts.