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