Tracing the drivers of B2B brand strength and value
Popular Abstract in Swedish By building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. When asked how exactly a brand can be charged with such great valBy building a strong brand that is favourably perceived by target customers, a firm can establish a competitive advantage that enables greater revenues and profitability. This is at least what the branding literature always has assumed, and something few marketing and brand managers seem to disagree with. When asked how exactly a brand can be charged with such great value, however, neither academi