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Showing result 1 - 5 of 47 essays matching the above criteria.

1. 1. Selling with Personality: The Role of Personal Branding in B2B Social Selling : An Exploratory Study of Personal Branding for B2B sales personnel.

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Linnea Mundorf; Ebba Friberg; Selina Johansson; [2023]
   Keywords : Personal Branding; Social Selling; Business-to-Business; B2B; Sales Personnel; LinkedIn; Corporate Branding;

   Abstract : This research aims to facilitate sales personnel and companies in understanding the interrelation of personal branding within sales and how it should be utilized effectively. Thus, the thesis explores how sales personnel develop and communicate their personal brand, and additionally how personal branding relates to social selling in a B2B context. READ MORE

3. 2. Taking Corporate Communications and Marketing Strategies to the Next LevelThrough LinkedIn : A Case Study on a Company’s Brand’s LinkedIn

   University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

   Author : Araitz Claramunt Oregi; [2023]
   Keywords : LinkedIn; Social Media Affordances; Social Media Marketing; Corporate Identity; Corporate Brand Identity; Brand Identity; Brand Image; Brand Position; B2B;

   Abstract : This thesis explores how organisations communicate and perform marketing nowadays, with social media platforms at the core of their strategic plan. Due to its high relevancy in B2B, the research is focused on LinkedIn and the effect of its affordances which will help dig deeper into the possibilities of using this particular social media platform as a means to define, build and shape company image and brand identity. READ MORE

4. 3. Beyond the logo: the role of branding in B2B services : A case study on the perceptions of the influence of branding in the purchase of recruitment services

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Simone Johansson; Alva Thiel; Jennie Wallin; [2023]
   Keywords : B2B buying behaviour; Branding; Service industry; Service branding;

   Abstract : Background: In the last decade, digitalisation and globalisation have intensified competition and customer power, making price and quality minimum requirements rather than differentiators. As a result, branding has become crucial in the B2B context for creating competitive advantage and customer loyalty. READ MORE

5. 4. Exploring Brand Equity through Digital Marketing : A multiple case study of B2B SMEs in the manufacturing and marketing consultant industry

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Luyao Wang; Jonas Lundquist; [2022]
   Keywords : Branding; B2B branding; marketing; digital marketing; B2B marketing; SMEs; SMEs branding; SMEs digital marketing; digital marketing funnel; digital marketing channels; B2B channels; SMEs channels; manufacturers; marketing and consulting agency;

   Abstract : The industrial marketing strategy in many industries has been largely influenced by the coming of digital marketing over the past decade. The trends are changing from the traditional to a digital era and companies are being forced by this digitalization shift. The manufacturing and marketing consultant industry is no exception. READ MORE

6. 5. The different roles of a brand for purchasing reused materials in B2B

   University essay from Göteborgs universitet/Graduate School

   Author : Lisa Jodlovsky; Hanadi Secerovic; [2021-07-02]
   Keywords : Brands; business-to-business B2B ; circular economy; purchasing; reused materials; circular branding; construction industry;

   Abstract : There is a growing trend of circular economy within the B2B sector and limited research has been conducted regarding the role of the brand in this setting. This paper focuses on purchasing experiences of reused materials in the construction industry. READ MORE