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An exploration of branding in industrial markets
journal contribution
posted on 2023-06-07, 21:03 authored by Susan McDowell Mudambi, Peter Doyle, Veronica WongIs branding important in industrial markets? To answer this question, the authors synthesize previous research in branding and related areas to develop a new conceptual model of industrial brand value to the customer. Expected brand value consists of four components: product performance, distribution (ordering and delivery) performance, support services performance, and company performance, with each component integrating both tangible and intangible elements. This model is then compared to the views elicited from in-depth interviews with manufacturers, distributors, and purchasers of precision bearings. This exploratory study of the decision-making process and the sources of industrial brand value highlights the importance of relatively intangible product and company attributes. The findings indicate that branding may play a powerful role, especially in industrial markets where it is increasingly difficult to maintain meaningful differentiation on the basis of product quality or price.
History
Publication status
- Published
Journal
Industrial Marketing ManagementISSN
0019-8501Publisher
ElsevierExternal DOI
Issue
5Volume
26Page range
433-446Department affiliated with
- Business and Management Publications
Full text available
- No
Peer reviewed?
- Yes
Legacy Posted Date
2012-02-06Usage metrics
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