An exploration of branding in industrial markets

McDowell Mudambi, Susan, Doyle, Peter and Wong, Veronica (1997) An exploration of branding in industrial markets. Industrial Marketing Management, 26 (5). pp. 433-446. ISSN 0019-8501

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Is 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.

Item Type: Article
Schools and Departments: University of Sussex Business School > Business and Management
Depositing User: Veronica Wong
Date Deposited: 06 Feb 2012 18:42
Last Modified: 25 Apr 2012 13:53
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