| Tekijä: | Shipley, D. Howard, P. |
| Otsikko: | Brnad naming of industrial products. |
| Lehti: | Industrial Marketing Management
1993 : FEB, VOL. 22:1, p. 59-66 |
| Asiasana: | |
| Vapaa asiasana: | PRODUKTPOLITIK, WARENMARKE |
| Kieli: | eng |
| Tiivistelmä: | Previous studies of branding either focused exclusively on consumer products or understated the incidence and importance of branding industrial products. This study indicates that branding provides powerful benefits for, and is practiced extensively by, industrial companies. This article develops and tests 10 propositions concerning the perceived importance of brand names, the incidence of brand name usage, brand name strategies, brand naming processes, and managerial resource commitment to brand naming. Findings from large and small firms are compared and managerial implications are discussed. |
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