In part because of the complexity and large risks involved, branding plays an important role in business-to-business (B2B) markets. Although marketers of B2B brands must do many of the things that marketers of any kind of product or service must do, six guidelines that are more unique to B2B...

Purpose Most research on branding highlights the role of associations for a single brand. Many firms, however, have multiple brands and/or different versions of one brand. The latter is largely the case for many corporate brands. This paper aims to broaden the understanding of corporate brand...

Purpose: The purpose of this note is to provide some brand strategy perspectives to Sheth and Koschmann’s Do brands compete or coexist? How persistence of brand loyalty segments the market. Design/methodology/approach: This paper is a comment piece written in response to Sheth and...