Advancing theory and knowledge in the business-to-business branding literature

Brand Worlds in Industrial Marketing

“…Similar to experiential marketing, for a substantial period of time also branding was not even meant to be relevant in B2B, and brands were seen purely as a consumer marketing phenomenon (Kotler & Pfoertsch, 2006). Yet today, the development in academic research (Seyedghorban et al, 2016) and the fact that some of the most valuable brands nowadays are industrial brands (Interbrand, 2018) support the statement that "branding is just as relevant in B2B as it is in B2C" (Kotler & Pfoertsch, 2006, p. 12). The purpose of industrial brands is described as exactly the same as for consumer brands (e.g.…”

“…The transfer and adaption of underlying knowledge and structures from B2C to B2B branding is current practice in B2B branding research. These structures may also work in both consumer and industrial marketing, but researchers are simultaneously calling for the consideration of the specific factors inherent to industrial marketing when doing so (Seyedghorban et al, 2016). Additionally, researchers are also trying to renew the debate around the differences between B2C and B2B (Cova & Salle, 2007;Wind, 2006).…”

“…Yet, B2B branding research is still considered relatively novel, and many concepts, frameworks, and theories have been transferred and adapted from the further developed B2C branding area to B2B branding (B. P. Brown et al, 2012;Gomes et al, 2016;Keränen et al, 2012;Leek & Christodoulides, 2011a, 2011bMohan et al, 2018;Seyedghorban et al, 2016). The unique characteristics of the B2B area need to be taken into account in these transfers for the development of a sound B2B branding theory, and one can not simply rely on thinking that what works for brands in B2C also works for brands in B2B (Keränen et al, 2012;Mudambi, 2002;Seyedghorban et al, 2016;Webster & Keller, 2004). Due to this relative novelty of B2B branding research, only recently a shift has been made from investigating the mere relevance of brands to business buyers towards focusing on the tactics of how brands can actually be built, managed, and refreshed in industrial markets (Lindgreen et al, 2010).…”

“…Due to this relative novelty of B2B branding research, only recently a shift has been made from investigating the mere relevance of brands to business buyers towards focusing on the tactics of how brands can actually be built, managed, and refreshed in industrial markets (Lindgreen et al, 2010). This issue of building and maintaining strong brands is seen as a major strategic objective in B2B markets (Seyedghorban et al, 2016).…”

“…Nowadays, branding is described as being just as relevant in B2B as in B2C (Kotler & Pfoertsch, 2006). In the course of this evolution, B2B branding has adopted many insights and underlying concepts from the more mature consumer branding literature (Seyedghorban et al, 2016). Interestingly though, a powerful technique of branding in B2C, which leads to increased interactions and emotional connections between consumers and brands (Schmitt, 1999a), has received almost no academic attention in the B2B area: experiential marketing.…”