TY  - CHAP
AB  - Abstract This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-to-business (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them all in one chapter. For this reason, the authors have chosen to introduce diverse facets of brand identity and image, customer values, and sustainability issues, which are part of the core values of branding in a B2B context. These issues are also elaborated in more detail in Chapters 2, 5, and 10. In addition, the authors present brand-building tools for managers, such as personal selling, direct marketing, public relations, trade shows and exhibitions, as well as advertising and sales promotion. Finally, the applicability of these tools is demonstrated through the practical example of Axel Technologies and their Fuugo service.
SN  - 978-1-78756-276-9, 978-1-78756-275-2/
DO  - 10.1108/978-1-78756-275-220181002
UR  - https://doi.org/10.1108/978-1-78756-275-220181002
AU  - Sirén Wilhelmina
AU  - Airava Michela
AU  - Khan Fuad Hasan
ED  - Nikolina Koporcic
ED  - Maria Ivanova-Gongne
ED  - Anna-Greta Nyström
ED  - Jan-Åke Törnroos
PY  - 2018
Y1  - 2018/01/01
TI  - Value of B2B Branding
T2  - Developing Insights on Branding in the B2B Context
PB  - Emerald Publishing Limited
SP  - 9
EP  - 25
Y2  - 2024/04/25
ER  -