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Considerations in Managing B2B Brand Strategies

Author

Listed:
  • Andrei BUIGA

    („Artifex” University of Bucharest)

Abstract

Brand is one of the most effective communication tools available but often it is not used that carefully in companies. Brands creation is a long term investment to increase shareholder value. Brand strategy, part of brand five steps process, needs to build on the positioning, mission, value proposition, promise and frame. These parts of the brand strategy are explained in this article.

Suggested Citation

  • Andrei BUIGA, 2014. "Considerations in Managing B2B Brand Strategies," Romanian Statistical Review Supplement, Romanian Statistical Review, vol. 62(4), pages 172-178, April.
    • Handle: RePEc:rsr:supplm:v:62:y:2014:i:4:p:172-178
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    References listed on IDEAS

    as
    1. Sorin Gabriel GRESOI & Anca Mihaela TEAU & Cristina Elena PROTOPOPESCU, 2012. "Analysis and Design of an Industrial Product (Ceramics)," Romanian Statistical Review Supplement, Romanian Statistical Review, vol. 60(3), pages 77-83, September.
    2. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, February.
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