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Apart from the basic material properties of liquid lubricants, such as, e.g., the viscosity and density of the hydraulic fluid, it is also important to have information regarding the electrical properties of the fluid used. The latter is closely related to the purpose, type, structure, and conditions of use of a hydraulic system, especially the powertrain design and fluid condition monitoring. The insulating capacity of the hydraulic fluid is important in cases where the electric motor of the pump is immersed in the fluid. In other cases, on the basis of changing the electrical conductive properties of the hydraulic fluid, we can refer its condition, and, on this basis, the degree of degradation.

The paper first highlights the importance of knowing the electrical properties of hydraulic fluids and then aims to compare these properties, such as the breakdown voltage of commonly used hydraulic mineral oils and newer ionic fluids suitable for use as hydraulic fluids.

Knowledge of this property is crucial for the design approach of modern hydraulic compact power packs. In the following, the emphasis is on the more advanced use of known electrical quantities, such as electrical conductivity and the dielectric constant of a liquid.

Based on the changes in these quantities, we have the possibility of real-time monitoring the hydraulic fluid condition, on the basis of which we judge the degree of fluid degradation and its suitability for further use.

This study aims to investigate how business-to-business (B2B) companies build brand personality via the products they provide and via their interactions with customers.

A multiple case study, which spans 10 years, investigates via interviews, observations, workshops and document analysis how two fast-growing B2B companies selling industrial equipment to manufacturers build brand personality.

The studied companies concentrate on different brand personality dimensions depending on the activities in which they engage. By focusing on brand competence in the realm of the actual product and brand warmth in the realm of the augmented product, the companies manage to create a complete and consistent brand personality.

The research approach provides in-depth knowledge on how the companies build brands for a specific type of B2B product. However, the article’s perspective is limited to that of management and therefore does not take customer reactions into account.

The study describes how firms can build strong B2B brands by emphasizing competence in product design and R&D and warmth in activities related to sales and customer service.

The study introduces a conceptually consistent view of brand personality in the form of warm and competent brands to the B2B marketing literature. It builds on and contributes to the emerging research on B2B brand personality. By relating the companies’ brand-building activities to the type of products they sell, this study illustrates how context affects B2B brand building, and by integrating brand personality theory with product levels and marketing philosophy, it extends previous theory on B2B branding.