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- Title
Relevance and Creation of Strong Brands for B2B Markets.
- Authors
Sarin, Sharad
- Abstract
This paper discusses the relevance of B2B brands in business marketing, presents two cases of Sintex and Brand Structura (Tata) on holistic brand management, and analyses why B2B marketers fail to achieve a brand-driven business. The paper also provides several questions for research in B2B brand management and concludes with a model to create powerful brands.
- Subjects
INDUSTRIAL marketing; PRODUCT management; BRAND name products; TATA Steel Ltd.; SINTEX Industries Ltd.; BUSINESS-to-business transactions; TRADE advertising; BRAND equity
- Publication
Vikalpa: The Journal for Decision Makers, 2014, Vol 39, Issue 4, p91
- ISSN
0256-0909
- Publication type
Article
- DOI
10.1177/0256090920140407