Branding of knowledge intensive business services

Abstract: Aim The aim of the thesis is to explore the meaning of the brand within the Knowledge Intensive Business Service (KIBS) sector, through the brand’s construction and management, in order to contribute with insights into the interaction between branding theories and the sector. Theoretical perspective Theories collected and reviewed are focused on three main fields (I) characteristics of the KIBS sec‐ tor (II) traditional (B2B) and more sector specific branding theories (III) theories from the strategic management field to further the understanding of branding within the KIBS sector. Methodology Following an Interpretivist Epistemological and a Constructionist Ontological approach we strive to gain better understanding of the social actors involved in constructing the brand. The qualitative empirical study consisted of interviews with employees of two KIBS firms, as well as client represen‐ tatives. Empirical foundation From our empirical observations we describe how the KIBS sector characteristics have implications on the brand meaning within the KIBS sector and highlight the importance of those implications. Conclusion From the observations discussed we have identified three main themes that contribute with insights on characteristics of the KIBS sector that need to be regarded, and distinctions that need to be made, when discussing the meaning of the brand in the sector: (I) ‘The power of the individual challenging the power of the brand’, (II) ‘KIBS, the need to run a credibility and trust firm’, and (III) ‘A strong brand means strong evaluation in the added ' post project pre re‐buy' step.