Source 1: Online Journal
Ben Youssef, K., Leicht, T., Pellicelli, M., & Kitchen, P. J. (2018). The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context. Journal of Strategic Marketing , 26 (8), 723-739.
The authors are known for many journal articles related to brand management, consumer behavior, corporate social responsibility, and strategic management, with their work cited on numerous occasions in other articles as well. The journal outlines the importance of integrating corporate social responsibility in brand positioning strategies. It provides empirical research that describes the importance of CSR on branding and sales, especially in small and medium-sized enterprises (SMEs) from a business-to-distributor perspective (Ben Youssef et al., 2018). The findings of this source provide evidence of how consumers play an essential role in CSR, and the selected product design and product quality. Similarly, it offers theoretical and practical implications of their study and different analogies related to CSR and SMEs and how they can be integrated as a brand marketing strategy.
Delegate your assignment to our experts and they will do the rest.
Source 2: E-Book
Rodríguez-Priego, N., & Palazzo, M. (2020). Industrial Branding: Communicating in Business-to-Business Sector. In Beyond Multi-channel Marketing . Emerald Publishing Limited.
Rodriguez-Priego and Palazzo are authors who specialize in behavioral economics and consumer behavior, with their e-book being the first to describe industrial branding in businesses. The e-book provides information that defines concepts in brand orientation, brand measurement, and equity in potential business markets. It also outlines gaps and potential problems in the theory and execution of branding strategies, proposing different solutions and recommendations that can be used in branding (Rodríguez-Priego & Palazzo, 2020). Similarly, it presents a proposal for future research in branding. The source provides case studies that could be useful in understanding the concept and application of different branding strategies in industrial settings.
Source 3: Online Journal Article
Holt, D. (2016). Branding in the age of social media. Harvard business review, 94(3), 40-50.
Douglas Holt is an author and the founder of the Cultural Strategy Group. He was formerly a professor at Harvard Business School, with experience in brand management, having written another book in 2004 that expounded more on cultural branding. With the increased focus on branding as a marketing strategy, the article defines branding as a vestige of mass media that has been reborn in the digital era. It provides insight on traditional branding methods and why they worked so well when compared to the cultural contexts and entertainment media at the time, and how companies would pay for their brands to be acknowledged within a tightly controlled cultural setting (Holt, 2016). It mentions traditional methods that companies adapted to marketing their products like sponsoring popular events and TV shows and how these methods have been challenged with the advancement in technology, which has forced most companies out of cable network ads to internet ads. The trend is not only common to big companies but should be a strategy adopted in SMEs as well for them to remain relevant, with this article providing insight as to how well these SMEs can use the digital space to build and market their brands.
Source 4: Online Journal Article
Cassia, F., & Magno, F. (2019). A framework to manage business-to-business branding strategies. EuroMed Journal of Business .
The authors are faculty members in the Department of Business in reputable universities in Italy, with their article giving insight into the importance of brand management in business-to-business markets. Their research provides input on the understanding of brand management and how it is implemented in the market (Cassia & Magno, 2019). It incorporates guidelines from other authors on the theoretical aspects of marketing. The findings of this article provide information that defines the relationship between businesses and effective branding strategies. It is their first study emphasizing the importance of integrating a branding strategy based on the company's product and service.
Source 5: Online Journal Article
Koch, C. H., & Gyrd-Jones, R. I. (2019). Corporate brand positioning in complex industrial firms: Introducing a dynamic, process approach to positioning. Industrial Marketing Management , 81 , 40-53.
The authors based their research on Koch's doctoral dissertation that expounds more on corporate brand positioning and its effectiveness in industrial firms. The author's study aims to provide mitigation strategies towards the limited knowledge surrounding corporate brand positioning. It is based on different case studies between multi-business firms, revealing how brand positioning occurs with time, showing how it goes beyond a marketing activity (Koch & Gyrd-Jones, 2019). Their research proposes that brand positioning is more of a political process in corporate settings. It should, therefore, be integrated as an approach to achieve reflective, strategic practices.
