THE BASIS OF BRAND VALUE IN THE INDUSTRIAL MARKET

Анотація

Product and corporate branding in many markets is a key factor of market success, in particular, in the markets of industrial goods, in the context of which it would be interesting to analyze the components that form the value of the brand for industrial consumers. Consumer branding strategies cannot be directly transferred to industrial markets. They should take into account knowledge gained from research in organizational purchasing, buyer-supplier relationships, and industrial segmentation.