Brand Worlds in Industrial Marketing

Abstract

In this environment, where reliability, functionality, and the quality of products are now assumed as minimum requirements (Lynch & de Chernatony, 2007), even in the industrial field branding may represent one of the last means by which companies can create a sustainable competitive advantage (Ohnemus, 2009). Therefore, many industrial companies invest in their brands, and in fact some of the most valuable brands today are B2B brands, such as GE, Cisco, or IBM (Interbrand, 2018). Yet, B2B branding research is still considered relatively novel (B.