Business-to-business Brand Management - реферат по маркетингу

 

Тезисы:

  • These appear to have been developed predominantly with B2C brands in mind (Table 1) .
  • Kapferer (2004) considers self-image and reflection facets of brand identity.
  • This specifically relates to the pivotal role employees play for service brands.
  • Second, within the organization, the "strategist" plays a pivotal brand identity role.
  • Third, brand identity is visionary in nature.
  • This is a function of the extensive brand lines most B2B organizations have.
  • Frameworks that conceptualize brand identity have been published.
  • Literature review on brand identity.
  • Defining B2B service brand identity.
  • 1 Current dimensions of brand identity.
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