Chapter 10 Analyzing the B2B Brand Value Chain

This chapter examines the empirical evidence about business-to-business (B2B) brands and offers implications for value creation. Brand marketing texts typically emphasize the competitive advantage of strong brands but often assume a consumer branding (B2C) perspective. However some of the world's most valuable brands are predominantly B2B in nature, and the question arises regarding the importance of branding in B2B marketing. This chapter examines the following question. How do B2B brands create and deliver value for firms in interorganizational transactions? The chapter begins by examining the relevance of current theoretical frameworks of branding in the B2B context and the stages of the brand value chain. Next, the chapter considers extant research showing the impact of B2B branding at the various stages of the brand value chain. The chapter also suggests areas for future research in B2B branding and concludes with a reader case study.