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| Author: | Gupta, S. Melewar, T.C. Bourlakis, M. |
| Title: | A relational insight of brand personification in business-to-business markets |
| Journal: | Journal of General Management
2010 : SUMMER, VOL. 35:4, p. 65-76 |
| Index terms: | marketing relationship marketing customers business-to-business markets brands strategy |
| Freeterms: | brand personification |
| Language: | eng |
| Abstract: | It seems difficult for customer to differentiate between competing products based on their functional aspects. The shortening life cycle of products because of quick adoption of technological innovations by competitors makes it difficult to identify products based on specifications. This paper combines branding (here as: brdg.) and relationship (here as: r-ship) marketing (as: mrkg.) as two broad functions of mrkg. It is argued on the role of human representatives (here as: h-reps.) of the brand as brand personified in managing these two functions of mrkg. in business-to-business (as: b-to-b) markets. H-reps. are proposed to be used as a tool for the execution of r-ship mrkg. and brdg. strategies. The objective behind using h-reps. is to maximize the resellers' mindshare towards the brand and to create value beyond products and services. |
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