Branding the business marketing offer: exploring brand attributes in business markets

The paper seeks to provide a framework identifying key attributes that business marketers can use to build a strong brand identity.

The article is theoretical with case examples.

Drawing upon the business marketing offer, five potential strategies for building brands in business markets are outlined.

The paper identifies a contingent approach to brand identity in business markets.

This is the first paper to identify a relationship between positioning, the buying process and brand identity in business markets.