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The challenges of building industrial brand equity: A case study of two companies in B2B setting
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

There is a need for marketers to find out the challenges when building brand equity in industrial market because earlier research has not gone far enough to inspect the challenges for building the brand equity in industrial markets. The purpose of this study is to present conspicuous representation of the challenges confronted by B2B companies when building industrial brand equity.To gather the necessary information, case study has been used to shed lights on the purpose of this study. Using existing theories, an interview guide was created and used during gathering and analyzing empirical data. Our sampling involves two of Chinese companies with different sizes. Interviews took place during April 2013, and all the interviewees have previous experience with building brand equity.The main results reveal that the challenges these case companies had to deal with are adapting different situations during designing strategies, and developing the distributers’ and agents’ cognitive degree on the meaning of companies’ brands. Furthermore, the case companies who are on their start-up stage facing are to legitimately deal with the different sale styles of different sales directors. The last one is that staffs hard to maintain a positive attitude that is good for the long-term development of these case companies.

Place, publisher, year, edition, pages
Keywords [en]
Brand equity, B2B context, Industrial market, Challenges
National Category
Business Administration
URN: urn:nbn:se:hh:diva-23093OAI:, id: diva2:632735
2013-05-30, 10:10 (English)
Available from: 2013-06-27 Created: 2013-06-25 Last updated: 2013-06-27Bibliographically approved

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