Corporate branding and value creation for initiating and managing relationships in B2B markets

Abstract

Purpose This study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies? Design/methodology/approach The study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context. Findings From a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation. Originality/value The study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.

Mediating Role of Customer Value Co-creation and Internal Branding Between Brand Orientation and Brand Performance: Moderating Effect of Enterprise Innovative Capabilities-Evidence From Agri Product Users

“…Superior brand image translates to increased brand value which influences buyers' willingness to pay a premium price. Companies may gain from premium pricing by building a strong brand due to the price-inelastic nature of corporate buying (Ozdemir et al, 2020).…”

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“…Companies may set consumer expectations by communicating the value commitments of their corporate brands in a branding framework (Ozdemir et al, 2020).While brand trust is significant for customers to trust risky products developed by a brand, it is also significant to create the right values in order to gain customers' trust. Chesbrough et al, (2018a) revealed that "in the highly competitive hotel industry markets, companies need to continually invest in the creation of new value.…”

It’s all in the brand

“…The review is based on “Corporate branding and value creation for initiating and managing relationships in B2B markets” by Ozdemir et al (2020), published in Qualitative Market Research.…”