Abstract
PurposeThe paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.Design/methodology/approachThe article is theoretical with case examples.FindingsDrawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined.Practical implicationsThe paper identifies a contingent approach to brand identity in business markets.Originality/valueThis is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.
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