Developing insights on branding in the B2B context : case studies from business practice / Nikolina Koporcic, Maria Ivanova-Gongne, Anna-Greta Nyström, Jan-Åke Törnroos.

Format:

Book

Contributor:

Koporcic, Nikolina, editor.

Ivanova-Gongne, Maria, 1985- editor.

Nyström, Anna-Greta, 1979- editor.

Törnroos, Jan-Åke, editor.

Language:

English

Subjects (All):

Branding (Marketing).

Industrial marketing.

Brand name products.

Physical Description:

1 online resource (197 pages)

Edition:

1st ed.

Place of Publication:

Bingley, United Kingdom : Emerald Publishing, 2018.

Summary:

This book presents real life business-to-business (B2B) branding cases. The book deploys a theoretical-practical approach, where theoretical and conceptual frameworks related to key branding topics are supported by empirical case studies. Each case helps to illustrate the framework and discuss its applicability in practice. Through the presented exploratory case studies, the authors provide fresh examples from business practice that are easy to comprehend by undergraduate students, and are easily applied by managers in the field. The book consists of three main parts, covering important aspects of B2B branding. It presents several aspects of external as well as internal branding, supplemented by novel approaches in B2B branding. In addition, the book offers examples of best practices, as well as notable mistakes made by companies involved in branding processes. Thus, it provides a holistic perspective, which will enable companies to learn not only about best practices, but also about pitfalls in the area of corporate branding. In addition to the novel practical cases, each chapter provides relevant theoretical underpinnings presented in a simple, down-to-earth manner. The book highlights recent research areas and coming trends within B2B branding. The book is suitable for everyone with an interest in B2B branding, regardless of background or previous knowledge of branding.

Contents:

Cover

Title

Copyright

Contents

About the Editors

List of Contributors

List of Abbreviations

List of Figures

List of Tables

List of Appendices

Preface

Introduction: An Overview of the Current State of B2B Branding Research

Abstract

I.1. An Overview of the B2B Branding Research

I.1.1. Internal Branding

I.1.2. External Branding

I.1.3. Contemporary Issues Related to B2B Branding

I.2. An Introduction to the Chapters

References

Chapter 1 Value of B2B Branding

1.1. Introduction

1.2. General Aspects on How to Build a Brand

1.3. The Empirical Example of Branding Value

1.3.1. Axel Technologies on the Value of B2B Branding

1.4. Discussion of the Findings and Conclusions

1.4.1. Managerial Implications

Appendix: Interview Questions - Axel Technologies

Part 1: Internal Branding

Chapter 2 Developing Corporate Brand Identity

2.1. Introduction

2.2. Defining Corporate Brand Identity

2.3. Aaker's Model for Developing Brand Identity

2.3.1. The Brand Identity Structure

2.4. Components of Brand Identity Proposed by Harris and de Chernatony

2.5. The Role of Internal Communication in Corporate Branding

2.6. The Corporate Branding Case of Uniko

2.6.1. Approach and Methods Used

2.6.2. Presentation of the Uniko Case

2.6.3. Case Analysis

2.6.4. Managerial Implications

Appendix 1: Interview Questions - Mr. Kennet Niinimäki (Uniko)

Appendix 2: Interview Questions - CEO Pauli Ratu (Uniko)

Chapter 3 Brand Knowledge Sharing

3.1. Introduction

3.2. Knowledge Management in Internal Branding

3.2.1. Knowledge Management Perspectives

3.2.2. SECI Model

3.2.3. The Wiig's KM Cycle

3.2.4. Employee Buy-in Matrix

3.3. Learning Organization Concept.

3.3.1. Peter Senge's Five Disciplines

3.3.2. Restrictions of the Learning Organization Concept

3.4. Case Study: Teleste

3.4.1. Short Background of the Company

3.4.2. Rebranding Decision and Initial Internal Developments

3.4.3. Rebranding Process and Brand Knowledge Sharing in Practice

3.5. Looking at the Case through the Prism of Theory

3.5.1. Teleste as a "Learning Organization"

3.5.2. Usage of Brand Knowledge Management Tools at Teleste

3.5.3. Brand Champions at Teleste

3.6. Conclusions

Acknowledgments

Appendix 1: Employee Buy-in Matrix (Questions)

Appendix 2: Interview Questions for Teleste

Chapter 4 The Use of Corporate Social Responsibility in Employer Branding

4.1. Introduction

4.2. Background and Definitions

4.3. Employer Branding - Why and How?

4.3.1. The Purpose of Employer Branding

4.3.2. The Employer-branding Process

4.4. The Connections between Employer Branding and CSR

4.4.1. Strategic Links between Employer Branding and CSR

4.4.2. Operational Links between Employer Branding and CSR

4.4.3. Workplace CSR and Community CSR

4.5. The Use of CSR in Employer Branding in Practice

4.5.1. Company A

4.5.2. Company B

4.5.3. Company C

4.6. A Comparison between the Three Companies

4.7. Implications and Conclusions

Part 2: External Branding

Chapter 5 Brand Image as a Facilitator of Relationship Initiation

5.1. Introduction

5.2. The Meaning and Relevance of Brand Image

5.3. The Meaning and Relevance of CEO Branding

5.4. The Business Relationship and Brand Image

5.5. Case Study

5.5.1. Case Company X: The CEO Brand Justifying New Business Relationships

5.5.1.1. Initiating Relationships

5.5.1.2. Establishing Business Relationships.

5.5.1.3. Building the Brand through Business Relationships

5.6. Epiphanies from the Case

5.7. Summary, Limitations, and Future Research

Appendix: Interview Questions

Chapter 6 Maintaining B2B Relationships through Branding

6.1. Introduction

6.2. Relationship Marketing and B2B Branding

6.2.1. The Importance of Relationship Marketing

6.2.2. Maintaining B2B Relationships

6.2.2.1. Trust as a Cornerstone in Business Relationships

6.2.2.2. Digitalization as a Changing Factor in Communication in B2B Relationships

6.2.3. Branding That Enhances Long-term B2B Relationships

6.2.3.1. Respect in B2B Relationships as a Branding Effort

6.2.4. Summarizing Branding Enhancing Long-term Relationships

6.3. A Case Study on Maintaining B2B Relationships

6.3.1. The Verso Brand and Culture

6.3.2. The Customer Relationships of Verso Globe

6.3.3. International Relationships of Verso Globe

6.3.4. Communicating in Business Relationships

6.4. Branding as a Means of Maintaining Business Relationships

6.4.1. How Do Companies Maintain B2B Relationships?

6.4.2. How Can Branding Contribute to Long-term B2B Relationships?

6.5. Trends and Further Research on Branding as a Means of Maintaining Business Relationships

6.5.1. Managerial Implications

6.5.2. Future Research

Chapter 7 Branding within B2B Sales

7.1. Introduction

7.2. The Importance of Sales in a B2B Context

7.2.1. The Changes in B2B Sales

7.2.2. The Impact of the Salesperson in B2B Branding

7.2.3. Personal Selling in a B2B Context

7.3. Empirical Example of Branding within B2B Sales

7.4. Findings of the Study

7.5. Conclusions

Part 3: Contemporary Perspectives on B2B Branding

Chapter 8 Understanding Emotions in B2B Branding

8.1. Introduction.

8.2. Emotions in B2B Branding

8.2.1. Some Differences between B2C and B2B Branding and Emotions in Decision-making Processes

8.3. The Process of Conducting the Study

8.4. Findings of the Study

8.4.1. Managerial Implications

Chapter 9 Online Branding and the B2B Context

9.1. Introduction

9.2. The Importance of Online B2B Branding

9.3. The Characteristics of Online B2B Branding Strategies

9.4. The Basis for Digital Relationships in Social Media

9.5. B2B Branding and Communication through Content Marketing

9.6. Online Branding Platforms Are Becoming Relevant for B2B Marketers

9.6.1. Twitter

9.6.2. Facebook

9.6.3. LinkedIn

9.6.4. YouTube

9.6.5. Blogs

9.6.6. Search Engine Optimization

9.6.7. Paid Advertising (AdWords)

9.7. Summarizing Thoughts on Online B2B Branding

Chapter 10 Creating and Maintaining a Sustainable Brand

10.1. Introduction

10.2. The Concept of Sustainability

10.2.1. Corporate Social Responsibility

10.2.2. Sustainability in Practice

10.3. Sustainability as a Business Strategy

10.3.1. Reasons for Implementing Sustainability

10.3.2. Creating Business Value through Sustainability

10.3.3. The Ability of the Brand in Communicating Sustainability

10.4. Company Case: Gaia

10.4.1. Gaia over the Years

10.4.2. Convincing Clients of the Value of Sustainability for the Corporate Brand

10.4.3. Gaia's Own Sustainable Brand

10.5. Conclusion

Chapter 11 Dangerous Mistakes and Severe Blunders within B2B Branding

11.1. Introduction

11.2. Why Bring Up Blunders?

11.3. Common Pitfalls in B2B Branding

11.3.1. The Need for Maintenance

11.3.2. Differences in Perceptions

11.3.3. Delivering Promises

11.3.4. No One Is Fully Rational

11.4. Severe Blunders: Examples.

11.4.1. When Lies Reach the Surface: Enron

11.4.2. The Lure of Outside-the-box Thinking

11.4.3. Overstepping the Boundaries: Colgate and Xerox

11.4.4. Poor Response: Intel

11.4.5. An Acquisition Gone Sideways: Newell

11.5. Tips to Avoid Blunders in Growing Sectors

11.5.1. Virtual and Augmented Reality

11.5.2. Medical Marijuana

11.5.3. Financial Technology

11.5.4. Biotechnology

11.5.5. Content Marketing

11.6. An Extra Treat: Case of Tieto

11.7. Avoiding Mistakes

11.7.1. Avoid Overstepping Your Boundaries

11.7.2. The Risk of Rapid Growth

11.8. Remediation: When Blunders Have Occurred

11.8.1. Regaining Trust

11.8.2. Remediation in the Supply Chain

11.8.3. Finding the Right Compensation

11.9. Conclusion

Summary: Branding in the B2B Context and Future Challenges

C.1. Overview of the B2B Branding

C.2. Branding as a Part of B2B Marketing

C.3. The Brand Builders and Representatives: The Buyers

C.4. Key Challenges of B2B Branding

C.5. Future Research Avenues of B2B Branding

C.6. Summary

Index.

Notes:

Includes index.

Includes bibliographical references.

Print version record

ISBN:

9781787562752

1787562751

9781787562776

1787562778