Branding issues in company growth management : a case study of a european b2b company in chinese market fu, yu ( master thesis , 2012 ) brand positioning practices in the norwegian fishing and aqua culture industry : a comparison of brand positioning practices and normative theory. B2b brands featured in the top ten: google ranked second with a brand value of $93,291 million, ibm ranked fourth with a value of $78,808 million and ge ranked sixth with a value of $46,947 million. The result of the thesis is a global b2b branding plan for case company a the plan lists nine major steps needed to take for building a strong global b2b brand and gives suggestions on how improving existing brand building efforts keywords.
Thesis: branding & its impact on the consumer decision making process (itunes case study) - dec 2005 uploaded by kurt von moos bba (hons) thesis on branding & its impact on the consumer decision making process (using apple itunes music store uk as a case study. Lawson abinanti, b2b marketing and messaging strategy consultant, offers tips for positioning a b2b brand, and urges marketers to be ruthless by focusing on ideal buyers instead of diverting resources to one-off sales.
1 what does branding in b2b context mean 2 how can brand equity be managed and increased in the long-term 13 limitations brand value can be researched in numerous manners this thesis concentrates on the brand’s effects on b2b consumers another way to research brand value is by calculat-ing the value as an asset of the company.
It bears repeating: in most business to business markets, the b2b brand of any value is most often the name of the company itself and the product labels that try to pass as brands could just as easily be numbers or codes the company name is the brand that customers think of it is the brand that has a value. The thesis will be defended at the public session of the promotional council of the management science and demography, university of latvia, at 10:00 on november 25, 2016, aspazijas blvd 5, riga, room key words: b2b, brand images, rationality, emotionality, purchasing behavior iv.
To react to this change, b2b firms need to increase their brand awareness the traditional relational (b2b) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (b2c) marketing tools. Hoang, hong tu: b2b strategy making and planning case: datnam technonologies and trading company, ltd bachelor’s thesis of degree program in international business, 64 pages, 4 pages.
B2b branding is often under-appreciated in b2b markets this article explains how leading companies build their b2b brand for commercial advantage and use research to develop winning b2b brand strategies it also looks at tools such as the b2b branding ladder and b2b brand bullseye, and how to measure brand value.
Last but not least, this thesis is conducted to assist the case company, datnam, to indentify their target customers as well as to alternate the best strategies for introducing their breath alcohol tester product, fc20, into the new b2b market.