Branding in B2B Firms

Author(s): Kevin Lane Keller and Philip Kotler

Excerpt from the Handbook of Business-to-Business Marketing (Edited by Gary L. Lilien, Distinguished Research Professor of Management Science, The Pennsylvania State University and Rajdeep Grewal, Kenan-Flagler Business School, University of North Carolina, US). Complete book available at

B2B branding is just as important to business buyers as B2C branding is to consumers. Yet, it seems that many B2B businesses do a poor job of developing and managing their corporate brands, sub-brands and other brands. The goal of this chapter is to answer the following questions to help B2B firms do a better job of branding: 1) Why do B2B firms often fail to make good use of branding? 2) Which major B2B firms make very good use of branding? 3) What does a B2B firm need to know about branding as a starting point? 4) What steps should a B2B firm take if it wants to build a strong brand?
colorful umbrellas in the air

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