TITLE

The critical role of corporate brand equity in B2B marketing: An example and analysis

AUTHOR(S)
Ryan, Jason; Silvanto, Sari
PUB. DATE
April 2013
SOURCE
Marketing Review;Spring2013, Vol. 13 Issue 1, p39
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
The purpose of this article is to explore the contribution of branding to building and maintaining B2B customer loyalty. It uses a case study methodology to examine how an established "brick and mortar" company, Sigma-Aldrich Corporation, was able to withstand and, in the end, overcome the challenge posed by Chemdex, a well-funded start-up company with a cost-efficient and innovative business model, by leveraging its corporate brand equity. The failure of Chemdex can be attributed to a failure to grasp and replicate the tangible and intangible assets that underpin B2B corporate brands. This article suggests that strong corporate brand equity is important for maintaining customer loyalty and is the result of long-term relationships that place a premium on innovation, quality, technical support and customer service.
ACCESSION #
89761598

 

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