Essays about: "brand equity in b2b market"

Found 5 essays containing the words brand equity in b2b market.

1. 1. Holistic view of brand equity and sustainability activities : A qualitative study in the transport sector

   University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

   Author : Anna Petterson; [2022]
   Keywords : Sustainability activities; Brand equity; Brand identity; Brand reputation;

   Abstract : Purpose - The purpose of the study is to explore how sustainability activities are perceived as a part of a company’s brand equity and brand reputation in a B2B context within the transport sector. This is studied from the perspectives of the supplier as well as of its customers. READ MORE

3. 2. Internal Brand Equity : A study on the relationship between internal brand equity and external brand equity in B2B firms

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Joanna Biela; Mustafa Siddiquian; [2015]
   Keywords : Branding; Business-to-Business Branding; Brand; Brand Equity; Internal Brand Equity; External Brand Equity; Internal Brand Knowledge; Internal Brand Involvement; Internal Brand Commitment;

   Abstract : In the business-to-business sector, the brand owner´s employees are increasingly playing a key role in terms of representing the brand to existing and potential customer. The role of a well-established internal brand equity can give a business-to Business Company the edge it needs in the market today. READ MORE

4. 3. The role of brand equity in B2B : A comparative cross industrial analysis

   University essay from KTH/Industriell ekonomi och organisation (Inst.)

   Author : Hooman Sabzehzar; [2012]
   Keywords : Brand Strategy; Brand Equity; Brand associations; Business to Business Markets.;

   Abstract : Many companies have exploited the power of brand equity in B2C markets as a source of competitive advantage. The trend in B2B, however, seems to be slightly different where many decision makers still believe that branding is not relevant to their business as it is to B2C. READ MORE

5. 4. Succeeding on the Market: Building B2B Brand Image and Brand Strength to establish a valuable brand

   University essay from Lunds universitet/Juridiska institutionen

   Author : Marie Svensson; [2012]
   Keywords : Administrative Law; Trademarks; Brand Equity; Law and Political Science;

   Abstract : In today’s society, the relative superiority of a product is not enough to guarantee its success on a marketplace. Rapid economic development rates and advancing technology has led to a more competitive global market. READ MORE

6. 5. Topics on Branding : Exploring the Brand Construct and its Linkages to Risk, Value and Trust in a Business-to-Business Context

   University essay from Industriell marknadsföring och industriell ekonomi

   Author : Carl Lindwall; Martin Larsson; [2010]
   Keywords : B2B branding; brand definition; risk; value; trust;

   Abstract : In this thesis, the brand construct and its connections to risk, value and trust are explored in a Business-to-Business context. The different characteristics of B2B and B2C marketing is elaborated upon and coupled with brand management strategies viable in the respective markets. READ MORE