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| Author: | Michell, P. King, J. Reast, J. |
| Title: | Brand values related to industrial products |
| Journal: | Industrial Marketing Management
2001 : JUL, VOL. 30:5, p. 415-425 |
| Index terms: | BRAND VALUATION COMPETITIVE ADVANTAGE PRODUCTION |
| Language: | eng |
| Abstract: | In Industrial Marketing Management VOL. 22, Shipley and Howard (1) showed that brand names provide powerful benefits for, and are used extensively by, industrial marketers. The current study in part replicates research on their two primary propositions, and extends the enquiry to establish whether industrial firms in the 1990s agree with the basic tenets of brand value theory. There is wide usage of brand strategies, and wide agreement that product and corporate branding are key contributors to successful performance as sources of competitive advantage. |
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