Developing Insights on Branding in the B2B Context

Case Studies from Business Practice

This book presents an in-depth exploration of contemporary business-to-business branding practices. Bringing together both theoretical and practical views on the subject, the editors curate a range of business case studies, offering guidance on strategy in B2B contexts, use of the brand, how mistakes can be avoided, and which channels to use.

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  • Nikolina Koporcic
  • Maria Ivanova-Gongne
  • Anna-Greta Nyström
  • Jan-Åke Törnroos