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Purpose The purpose of this paper is to explore Interactive Network Branding (INB) in an emerging market (EM) context while focusing on the importance of firm representatives for small- and medium-sized enterprises (SMEs). The INB corresponds to the process of interpersonal interaction which results in corporate identity and reputation creation that SMEs ultimately use to influence their network positions. Design/methodology/approach This single case study presents four Croatian SMEs embedded in a business network. A research model of INB serves as an analytical tool for analyzing the phenomenon in its context. The key unit of analysis is an SME represented by its manager(s). Findings Contrary to large multinational firms that have financial capabilities for branding departments and recruitment of brand managers, SMEs in EMs tend to focus more on creating long-term relationships with their fundamental business partners. Through INB and interactions between firm representatives, corporate branding becomes an inherent part of networking. Thus, the study acknowledges the importance of INB, being implemented through firm representatives, as it plays a crucial role in the survival and success of SMEs in the EM context. Research limitations/implications Based on the chosen research approach and the focus on the Croatian EM, the findings might lack generalizability. Hence, further research is necessary to examine the applicability of INB in different empirical contexts. Practical implications This paper provides implications for practitioners coping with networking and branding processes of SMEs that are operating in fast-changing EMs. Originality/value This study provides a deeper understanding of INB while focusing on the importance of firm representatives and their interactions that have an influence on the networking and branding processes of all the parties involved.

Purpose This paper aims to present the concept of Interactive Network Branding (INB) in business markets. The INB conceptualization offers an understanding of corporate branding processes as an inherent part of business networking. More specifically, the paper focuses on the importance of INB for firms that are developing their roles and positions in business networks. Design/methodology/approach The conceptual paper reviews the extant literature on corporate branding in conjunction with business network research. This perspective adds to the current knowledge of business marketing by proposing a theoretical framework of INB. Findings The conceptualization of INB offers a specific network lens on corporate branding by presenting three INB dimensions. The first dimension deals with corporate identity; the second dimension deals with corporate reputation; the third, mutual INB dimension, presents an “interactive space” where branding and networking collide. These three dimensions are enacted by individuals acting on behalf of their companies, as key implementers of INB processes. Through the INB, strategic roles and positions of firms embedded in their business networks are formed. Research limitations/implications The paper contributes to current literature on business network research that has left a corporate brand perspective almost unnoticed. The INB concept also offers an extension to current literature on corporate branding, which has to date neglected business relationships and networking issues. Being strongly conceptual, the paper notes that empirical research is needed for observing the role of INB in real-life business encounters. Practical implications This study provides novel ideas and implications for firm representatives responsible for branding and relationship development in business networks. It denotes the critical role of individuals and their interactions with other individuals, which influences the development of specific network roles and positions for connected business entities. Originality/value The used multidisciplinary approach provides a conceptual platform to study branding processes in business networks. By offering a network perspective to corporate branding, new and relevant implications for both theory and practice are fore fronted.