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Considerations in Managing B2B Brand Strategies

Author

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  • 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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    Keywords

    brand; branding; business to business; strategy; tools;

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