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Being known or being one of many: the need for brand management for business‐to‐business (B2B) companies

Philip Kotler (Marketing Department, Kellogg School of Management, Northwestern University, Evanston, Illinois, USA)
Waldemar Pfoertsch (Pforzheim University, Pforzheim, Germany and China Europe International Business School, Shanghai, People's Republic of China)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 28 August 2007




This analysis aims to examine the need of business‐to‐business companies for branding and analyzes the options for success by means of the stock performance.


The paper consists of a qualitative and quantitative pilot study and a quantitative main survey.


Long‐term branding strategies, brand performance and firm's business performance are found to be positively correlated with stock increase. Current brand focus and use of guiding principles can lead to improved business performance.

Research limitations/implications

The study has possible location‐ and industry‐specific limitations.

Practical implications

Managerially, the findings encourage firms to adopt a long‐term branding strategy, focusing not only on brand development.


By systematically examining relationships between branding strategy and performance of the global firms, this study adds knowledge to the field of B2B brand research.



Kotler, P. and Pfoertsch, W. (2007), "Being known or being one of many: the need for brand management for business‐to‐business (B2B) companies", Journal of Business & Industrial Marketing, Vol. 22 No. 6, pp. 357-362.



Emerald Group Publishing Limited

Copyright © 2007, Emerald Group Publishing Limited

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