Abstract
In Industrial Marketing Management, Volume 22, Shipley and Howard [1] showed, in fieldwork conducted in 1988, that brand names provide powerful benefits for, and are used extensively by, industrial marketers. The current study, with data from 1997, in part replicates research on their two primary propositions, and extends the enquiry to establish whether industrial firms in the 1990s agree with the basic tenets of brand value theory. There is wide usage of brand strategies, and wide agreement that product and corporate branding are key contributors to successful performance as sources of competitive advantage. Moreover, industrial firms attribute a brand's strength partly to its intangible associations, corroborating much of the consumer goods–derived theory on brand equity.
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