Index
Developing Insights on Branding in the B2B Context
ISBN: 978-1-78756-276-9, eISBN: 978-1-78756-275-2
Publication date: 9 August 2018
This content is currently only available as a PDF
Citation
(2018), "Index", Koporcic, N., Ivanova-Gongne, M., Nyström, A.-G. and Törnroos, J.-Å. (Ed.) Developing Insights on Branding in the B2B Context, Emerald Publishing Limited, Leeds, pp. 231-237. https://doi.org/10.1108/978-1-78756-275-220181014
Publisher
:Emerald Publishing Limited
Copyright © 2018 Emerald Publishing Limited
INDEX
Actors, B2B
, 2, 11, 20, 102
AdWords
, 172–173
Ambassadors, brand
, 66, 69
Axel Technologies on B2B branding
, 16, 17–23
B2B branding. See business-to-business (B2B) branding
Biotechnology
, 207–208
Blunders in B2B branding
, 196–197
avoiding mistakes
, 211–213
overstepping boundaries
, 211–212
risk of rapid growth
, 212–213
case of Tieto
, 209–211
common mistakes
, 197–199
delivering promises
, 198–199
differences in perceptions
, 198
need for maintenance
, 197–198
rational
, 199
examples
, 200–205
Colgate
, 202
Enron
, 200
innovation and new ideas
, 201–202
Intel
, 203
Newell
, 203–205, 214
Xerox
, 202–203
remediation
, 213–215
compensation
, 214–215
regaining trust
, 213–214
in supply chain
, 214
tips to avoid blunders
, 205–208
biotechnology
, 207–208
content marketing
, 208
financial technology
, 206–207
Medical Marijuana sector
, 206
Virtual and Augmented Reality technology
, 205–206
Brand/branding
, 9
ambassadors
, 66, 69
builders and representatives (buyers)
, 223–224
building
, 12–16
communication
, 15
elements
, 14, 16, 21, 35
personality
, 13
tools
, 14–15
CEO. See CEO branding
corporate identity. See corporate brand identity
employer. See employer branding
goal
, 21
internal. See internal branding
managerial implications
, 23
as part of B2B marketing
, 222–223
promise
, 13–14, 22
strong
, 10–12, 15, 30, 35, 114, 119, 127, 221
value
, 11–12, 32
Axel Technologies on
, 16, 17–23
Brand establishment process
, 58
Brand identity system
, 30
Brand image:
B2B relationship and
, 101–103
case study
, 103–107
business relationship. See CEO branding, business relationship
epiphanies from case
, 107–108
limitations and research
, 109–110
meaning and relevance of
, 98–99
Branding-receptive companies
, 120
Business for Social Responsibility
, 79
Business relationship maintenance
, 114
branding as means of
, 125–128
case study. See Verso Globe
development of B2B
, 116
digitalization
, 118
future research
, 129–130
managerial implications
, 128–129
trust
, 117–118
Business-to-business (B2B) branding:
blunders in. See blunders in B2B branding
and brand image
, 101–103
branding and relationship marketing
, 114–121
development
, 116
importance
, 115
long-term B2B relationships
, 118–121
maintaining relationships. See business relationship maintenance
branding for companies in
, 11
branding research
, 1–3
contemporary issues
, 3
external
, 2–3
internal
, 2
challenges
, 224–225
customers
, 99
emotions. See emotions in B2B branding
markets
, 154–155
online. See online B2B branding
overview
, 220–222
research
, 225–226
role of brands in
, 221
sales in. See sales in B2B context
Business-to-consumer (B2C) context
, 1, 10–11, 196, 198
vs. B2B context
, 16
markets
, 155
-oriented companies
, 1–2
Buyer–seller relationships
, 120, 127
development
, 103
CEO branding
, 109
business relationship
, 104–107
building brand through
, 106–107
establishing
, 105–106
initiating
, 104–105
meaning and relevance of
, 100
Cescau, Patrick
, 181
The Coca-Cola Company
, 10
Colgate
, 202, 211
Communication
, 53–54
of brand values
, 15
in business relationships
, 118, 125
in corporate branding
, 39–40
digitalization as changing factor in
, 118
internal
, 54
intra-organizational
, 39
online
, 167
sustainability
, 185
through content marketing
, 168–169
traditional brand
, 164
Community CSR
, 81–82
Consulting agencies
, 187–189
Content marketing
, 168–169, 208
Core identity
, 34–35
Corporate brand/branding
, 2, 10–13, 16, 23, 117, 143–144, 221–222
CEO brand and
, 100
emotions
, 153
Corporate brand identity
, 12–13, 16, 30
Aaker’s model for developing
, 32–35
brand from product perspective
, 32–33
organizational attributes
, 33
personality
, 33–34
structure
, 34–35
symbol
, 34
case of Uniko
, 40–49
analysis
, 46–47
approach and methods
, 41–42
managerial implications
, 48–49
models and practice
, 46–47
presentation
, 42–46
components
, 35–39
culture
, 36
personality
, 37
positioning
, 36
presentation
, 37
relationships
, 37
vision
, 36
defining
, 30–31
internal communication in
, 39–40
Corporate culture
, 74, 83–85
green initiatives
, 182
Corporate reputation
, 12–13, 16
Corporate social responsibility (CSR)
, 74, 180–182, 186, 225
division
, 76
and employer branding
, 78–82
in business operations
, 78
integration
, 89–90
operational links
, 80–81
in practice
, 82–85
strategic links
, 79–80
workplace and community CSR
, 81–82
employer’s comparison
, 86–87
employment-related
, 88
implications
, 87–88, 91
labor–management
, 88
Creating Shared Value (CSV)
, 181–182
Cross-functional management
, 183
Culture identity
, 36
Degenerative episode
, 103
The Deloitte survey (2016)
, 79
Digital branding
, 164–166
Digital content marketing
, 168–169
Digital context
, 225
Economic elements of employer branding
, 76, 83–85, 88
Elements of brand
, 14, 16, 21, 35
Elkington, John
, 179–180
Emotions in B2B branding
, 152–156
in decision-making processes
, 154–156
findings of study
, 157–161
positive
, 153–154
process of conducting study
, 156–157
rational elements
, 153
social-functional aspect of
, 153
Employee branding
, 23
Employee buy-in matrix
, 58–60
Employee value propositions (EVPs)
, 77–78
Employer branding
, 2, 15, 74
and CSR
, 78–82
in business operations
, 79
integration
, 89–90
operational links
, 80–81
in practice
, 82–85
strategic links
, 79–80
workplace and community CSR
, 81–82
defining
, 75–76
elements
, 74, 76, 82–85, 87–88
internal
, 77
overview
, 75–76
process
, 77–78
purpose
, 76–77
Employer of choice
, 15
Employment-related CSR
, 88
Enron
, 200
The European Commission Green Paper
, 80
The European Competitiveness Report (2008)
, 80
Explicit knowledge
, 55–56, 68
External branding
, 2–3, 77
Facebook
, 170–171
Financial Tech (FinTech)
, 206–207
Functional brand approach
, 14
Functional elements of employer branding
, 76, 83–85, 88
Fuugo
, 16–17, 19
Gaia
, 185–190
convincing clients for corporate brand
, 188–189
early years
, 186–188
own sustainable brand
, 189–190
Generative episode
, 103, 108
Global Reporting Initiative (GRI)
, 80
Google AdWords
, 172–173
Green initiatives, sustainability
, 182
Highly tangible companies
, 120
Holistic brand strategy
, 16
Human personality traits
, 33–34
Human resource management (HRM)
, 78–80
internal activities
, 88
Hurme, Maarit
, 141–144
Identity–reputation gap model
, 30, 35, 40
Industrial marketing
, 222
Informational approach
, 3
Intel
, 197–198, 203
Internal branding
, 2
employer
, 77
identity
, 30
KM in
, 54–60
cycle model
, 56–58
employee buy-in matrix
, 58–60
perspectives
, 55
SECI model
, 56
Internal communication
, 54
in corporate branding
, 39–40
The Internet
, 118, 138, 164–165
Interpretative content analysis of websites
, 82
Intra-organizational communication
, 39
Johnson & Johnson company
, 213
Kalske, Petri
, 16–20, 22
Knowledge management (KM)
, 54
case study of Teleste
, 63–67
background
, 63–64
brand champions
, 69
KM tools
, 68–69
as learning organization
, 67–68
rebranding
, 64–67
in internal branding
, 54–60
cycle model
, 56–58
employee buy-in matrix
, 58–60
perspectives
, 55
SECI model
, 56
learning organization
, 60–63
disciplines of Senge
, 60–62
restrictions
, 62–63
Labor–management CSR
, 88
LinkedIn
, 171
Logomo
, 140, 142–144
Low-interest companies
, 120
Medical Marijuana sector
, 206
Micro enterprises
, 165
Monzo
, 207
Neutral episode
, 103
Newell
, 203–205, 214
Online B2B branding
, 136, 163
for B2B marketers
, 169–173
blogs
, 171–172
Facebook
, 170–171
LinkedIn
, 171
paid advertising (AdWords)
, 172–173
SEO
, 172
Twitter
, 170
YouTube
, 171
digital relationships in social media
, 167
importance
, 164–165
strategies
, 166
thoughts on
, 173–174
visibility for consumers
, 165
Organizational attributes
, 33
Organizational buyers
, 155, 159
Organizational reputation
, 99
Pepsi
, 10
Personal branding
, 98, 100, 103, 109
Personality, brand
, 13, 30, 33–34, 37
Personal selling
, 14, 21–22
Possessive perspective knowledge
, 55
Practice perspective knowledge
, 55
Product branding
, 133, 142–144
Product-related attribute
, 32
Product scope
, 32
Property management business
, 30, 40, 48
Psychological elements of employer branding
, 76, 83–86, 88
Rational elements
, 153
Relationship-based selling
, 12
Relationship marketing
, 114–121
importance
, 115
long-term B2B relationships
, 118–121
maintaining B2B relationships. See business relationship maintenance
Reputation, brand
, 99, 107, 127
Respondent bias
, 110
Rubbermaid
, 203–205
Sales in B2B context
, 134–140
changes
, 136–137
empirical study
, 140–141
findings of study
, 141–144
impact of salesperson
, 137–138
managerial implications
, 145–146
personal selling
, 138–140
Search engine optimization (SEO)
, 172
SECI model
, 56, 68
Selling process
, 134
Senge, Peter
, 60–62, 68
Service marketing approach
, 102
Small- and medium-sized enterprises (SMEs)
, 220
Social-functional aspect of emotions
, 153
Social media
, 164
digital relationships in
, 167
marketing
, 225
Stakeholders
, 74
sustainability
, 184
Strong brands
, 10–12, 15, 30, 35, 114, 119, 127, 221
Sustainability
, 11, 178
as business strategy
, 183–185
ability of brand in communicating
, 185
creating business value
, 184–185
reasons for implementing
, 184
company case (Gaia)
, 185–190
convincing clients for corporate brand
, 188–189
early years
, 186–188
own sustainable brand
, 189–190
concept of
, 179–183
CSR
, 180–182
dimensions
, 179–180
in practice
, 182–183
-driven practices
, 191–192
Symbol, brand
, 34, 37
Tacit knowledge
, 55–56, 58, 68
Team learning process
, 61
Technology-intensive fields
, 222
Teleste (case study)
, 63–67
background
, 63–64
brand champions
, 69
KM tools
, 68–69
as learning organization
, 67–68
rebranding
, 64–67
Track record
, 108
Traditional branding
, 164
Traditional marketing
, 168
Transaction-based selling
, 12
Triple bottom line (TBL)
, 178–180
Trust, B2B
, 102, 107, 117–118
Twitter
, 170
Uniko
, 30
corporate branding case
, 40–49
analysis
, 46–47
approach and methods
, 41–42
managerial implications
, 48–49
models and practice
, 46–47
presentation
, 42–46
Validity
, 110
Verso Globe
, 121–125
brand and culture
, 122–123
communicating in business relationships
, 125
customer relationships of
, 123–124
international relationships of
, 124–125
Virtual and Augmented Reality technology
, 205–206
Vision identity
, 31, 36
disciplines
, 61
Visual identity
, 14
Walmart
, 204–205
Wayfair
, 205–206
Workplace CSR
, 81–82
The World Business Council for Sustainable Development (1999)
, 75
Xerox
, 202–203, 211
YouTube
, 171, 209
- Prelims
- Introduction: An Overview of the Current State of B2B Branding Research
- Chapter 1 Value of B2B Branding
- Part 1 Internal Branding
- Chapter 2 Developing Corporate Brand Identity
- Chapter 3 Brand Knowledge Sharing
- Chapter 4 The Use of Corporate Social Responsibility in Employer Branding
- Part 2 External Branding
- Chapter 5 Brand Image as a Facilitator of Relationship Initiation
- Chapter 6 Maintaining B2B Relationships through Branding
- Chapter 7 Branding within B2B Sales
- Part 3 Contemporary Perspectives on B2B Branding
- Chapter 8 Understanding Emotions in B2B Branding
- Chapter 9 Online Branding and the B2B Context
- Chapter 10 Creating and Maintaining a Sustainable Brand
- Chapter 11 Dangerous Mistakes and Severe Blunders within B2B Branding
- Summary: Branding in the B2B Context and Future Challenges
- Index