Business-to-business Brand Management

These appear to have been developed predominantly with B2C brands in mind (Table 1) .Kapferer (2004) considers self-image and reflection facets of brand identity.This specifically relates to the pivotal role employees play for service brands.Second, within the organization, the strategist plays a pivotal brand identity role.Third, brand identity is visionary in nature.This is a function of the extensive brand lines most B2B organizations have.Frameworks that conceptualize brand identity have been published.Literature review on brand identity.Defining B2B service brand identity.1 Current dimensions of brand identity.