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The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

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  • Martin Konečný
  • Daniela Kolouchová

Abstract

This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The first part of the article deals with the theoretical background of brand importance and market specifics of B2B markets and results in the setting of two hypotheses. The following research has to find out how the managers of a pure business-to-business company perceive the importance of a brand; moreover, it has to evaluate the importance of eight specific brand building factors. Fourteen expert interviews document the growing of brands in the B2B market and their main aspects. At the end of the article, we will focus on future implications for B2B management.

Suggested Citation

  • Martin Konečný & Daniela Kolouchová, 2013. "The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers," Central European Business Review, Prague University of Economics and Business, vol. 2013(4), pages 24-29.
    • Handle: RePEc:prg:jnlcbr:v:2013:y:2013:i:4:id:61:p:24-29
    DOI: 10.18267/j.cebr.61
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    References listed on IDEAS

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    1. Philip Kotler & Waldemar Pfoertsch, 2006. "B2B Brand Management," Springer Books, Springer, number 978-3-540-44729-0, December.
    2. Bénédicte Vidaillet & V. d'Estaintot & P. Abécassis, 2005. "Introduction," Post-Print hal-00287137, HAL.
    3. Brown, Brian P. & Zablah, Alex R. & Bellenger, Danny N. & Johnston, Wesley J., 2011. "When do B2B brands influence the decision making of organizational buyers? An examination of the relationship between purchase risk and brand sensitivity," International Journal of Research in Marketing, Elsevier, vol. 28(3), pages 194-204.
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    More about this item

    Keywords

    Brand building; B2B market; brand importance in B2B; qualitative research; expert interviews;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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