B2B Brand Architecture
Muylle, Steve Dawar, Niraj Rangarajan, Deva
Muylle, Steve
Dawar, Niraj
Rangarajan, Deva
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Publication Type
Journal article with impact factor
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Supervisor
Publication Year
2012
Journal
California Management Review
Book
Publication Volume
54
Publication Issue
2 (Winter)
Publication Begin page
58
Publication End page
71
Publication NUmber of pages
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Abstract
This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the orga nizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm’s market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design.
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Keywords
Marketing & Sales