عنوان انگلیسی مقاله:

Branding in B2B: The value of consumer goods brands in industrial markets

ترجمه عنوان مقاله: نام تجاری در B2B: ارزش کالاهای مصرفی نام تجاری در بازارهای صنعتی

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 23 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: This paper aims to explore whether consumer goods brands (CGBs) have more brand equity than exclusively professional brands (EPBs) do in the context of the industrial detergents market.

Design/methodology/approach: The author conducted direct customer interviews at the outlets of two large wholesale distribution retail chains. The sample included 211 respondents.

Findings: The study shows that CGBs do have brand equity in business-to-business (B2B) market. First, they enjoy a greater top-of-mind awareness than do EPBs. Second, they have a distinctive brand image, as they are perceived as being more efficient and more expensive than are EPBs.

Research limitations/implications: There are three main limitations. First, the results may reflect industry-specific factors that are not representative of all professional markets. Second, the products studied are relatively low in price compared to other categories of professional products. Third, the sample market is a mature market characterized by a modest growth rate and limited development in related markets. However, these limitations do not discredit the results of the study. Conversely, they invite further research on the subject of CGBs extending into professional markets. Future research could examine other product categories as well as the use of an experimental approach to validate and generalize the primary results.

Practical implications: This research has implications for business-to-consumer marketing professionals looking to leverage the equity of their CGBs in the B2B space. In addition, this work can help B2B marketing professionals better defend their market share in the face of well-known CGB entering their market.

Originality/value: This study represents an exploratory analysis, as the author has not any found prior work on this topic. In addition to these original results, the paper contributes to a better understanding of the concept of brand equity in B2B for academics and provides new insights for industrial marketers regarding branding in B2B.

Keywords: Brand awareness, Brands, Business-to-business marketing, Brand equity, Business-to-business branding, Top of mind

مقدمه مقاله

Following the recent world economic crisis and the associated decrease in consumer demand, some business-to-business (B2B) companies are aiming to leverage the brand image of their products in order to increase both their market share and profitability. Consequently, brands are increasingly viewed as a crucial point of differentiation for industrial products (Beverland et al., 2007). Indeed, a long-term branding strategy is essential for achieving a high level of business performance and leadership in B2B markets (Kotler and Pfoertsch, 2007).

Moreover, the economic crisis has had a surprising consequence: Business-to-consumer (B2C) companies looking to expand their brand territory to new markets are entering the B2B space. Examples can be found in computers and electronics (e.g., Apple’s iPhone), tourism (e.g., Club Med’s Club Med Business), and detergents (e.g., Procter & Gamble’s Mr. Clean). All of these new entrants already enjoy strong brand recognition in their consumer markets and have succeeded in taking market share from incumbent industrial products.
The entrance of this new category of products on professional markets has been accelerated by the swiftly changing social and technological environment. Internet and mobile technologies are effectively blurring the border between the private and business spheres by facilitating the rapid and efficient transmission of knowledge.

This relatively new phenomenon raises an interesting research question about the value of brands in B2B markets: Are industrial buyers influenced by the strong brand names of industrial products, even if the brands were not originally considered professional products? In other words, would professional purchasers buy an iPhone or Mr. Clean detergent because it is already well known and recognized in consumer markets? If so, for industrial buyers, those consumer goods brands (CGBs) being sold in professional markets may be valued differently than are exclusively professional brands (EPBs).

This research may have important implications for practitioners. First, it could help consumer goods companies justify the launch of new B2B products under the umbrella of an existing CGB rather than creating a brand dedicated to professional markets. Second, it could enable marketers in charge of EPBs to define a better marketing strategy and marketing mix to counter the offensiveactions of CGBs The value of a brand is defined by its equity, which is “the differential effect of brand knowledge on customer response to the marketing of the brand” (Keller, 1993, p.2). Therefore, this research endeavors to discover whether CGBs have a different brand equity than EPBs do. This study represents an exploratory investigation, as we have not found any prior work on this topic.

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