Branding in industrial markets : The Establishment of the Business Network Automation Region - A Study of a Industrial Phenomena. Peter Ekman & Peter Thilenius (Eds., 2010)

University essay from Mälardalens högskola/Akademin för hållbar samhälls- och teknikutveckling;

Abstract:

Purpose: To investigate how automation companies within Mälardalen region are aware of the value of brand building in a business-to-business context. The primary interest in this chapter concerns the complexity of business-to-business buyer behaviour and the perceived value of brand related attributes from industrial suppliers perspective.

Design/Methodology/Approach: Primary research material was gathered through a structured data collection in the form of direct-questioner consisting of pre-arranged fixed alternative questions. 257 mailings were distributed to top level management with marketing responsibility.

Findings: The management of automation companies perceives both product-related and non-product related brand attributes important to communicate in business relations with their customers, highlighting personal capability and trust as key in brand communication.

  AT THIS PAGE YOU CAN DOWNLOAD THE WHOLE ESSAY. (follow the link to the next page)