Abstract
Branding theory has been largely developed in the context of consumer products; yet, most economies are characterised by a preponderance of firms selling business-to-business or industrial products. Understanding how branding works in industrial markets is thus a priority. In this paper some of the distinguishing characteristics of industrial branding are outlined, and some guidelines as to success with industrial brands are offered.
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Webster, F., Keller, K. A roadmap for branding in industrial markets. J Brand Manag 11, 388–402 (2004). https://doi.org/10.1057/palgrave.bm.2540184
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DOI: https://doi.org/10.1057/palgrave.bm.2540184