Brand Equity in Business Markets


Building, Implementing, and Managing Brand Equity in Business Markets, Special issue of Industrial Marketing Management, Edited by Adam Lindgreen, Michael Beverland and Francis Farrelly; Deadline 1 Nov 2008

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Call for Papers

Special issue on
"Building, Implementing, and Managing Brand Equity in Business Markets"

Industrial Marketing Management announces the call for papers for a special issue on Branding in business markets. The deadline for submission is November 1, 2008.

Purpose of the special issue

Industrial marketers have become increasingly interested in building brands (Beverland, Napoli, & Lindgreen, 2007; Low & Blois, 2002). However, although knowledge of branding is well developed in the business-to-consumer context, we have comparatively less insights on the role of brands in business and industrial markets. Research suggests that brands play a role in purchasing decisions, and a source of competitive differentiation in industrial markets. Nevertheless, industrial marketers lack guidance on key issues relating to strategic brand management.

This special issue of Industrial Marketing Management seeks papers that address this gap. Specific topics may include, but are not limited to the following:

  • Current brand development practices in industrial marketing (including single or multiple industry studies).
  • Industrial marketers’ management of brand architecture, including corporate branding?
  • The nature and effectiveness of industrial brand extension strategies.
  • Cases of brand establishment, repositioning, or death in business markets.
  • The nature of customer-based brand equity, including the role of rational, emotional, and self-relevant cues.
  • The role of integrated marketing communications in managing industrial branding.
  • Similarities and differences in the branding of industrial products and services.
  • The role of corporate social responsibility in industrial branding.
  • Different corporate branding programs in industrial markets.
  • Different roles of brands and brand attributes among buying team members.
  • Barriers to branding in industrial markets.
  • Industrial brands and the marketing mix (which can include papers examining individual aspects of the mix-for example, the role of brands in new product launch success).
  • The competitive benefits of branding in business markets.
  • E-commerce and brands in business markets.
  • Global brand strategies in industrial markets.
  • Business-to-business brand community.
  • Evaluating brand equity in industrial markets.
  • The transferability of brand management theory from business-to-consumers to business-to-business.
  • Managing the evolution of industrial brands.

We will give preference to empirical papers (both qualitative and quantitative), although theoretical papers that examine fundamental issues in-or offer comprehensive frameworks of-building, implementing, and managing brand equity in industrial marketing building are also welcomed. As Industrial Marketing Management is widely read by an academic and business audience, all submissions should include implications for practitioners.


Beverland, M., Napoli, J., & Lindgreen A. (2007), "Industrial global brand leadership: a capabilities view", Industrial Marketing Management, Vol. 36, No. 8, pp. 1082-1093.

Low, J. & Blois, K. (2002), "The evolution of generic brands in industrial markets: the challenges to owners of brand equity," Industrial Market Management, Vol. 31, No. 5, pp. 385-392.

Processes for paper submission

Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication elsewhere. Submissions should be no more than 6,000 words in length. Copies should be submitted via email Word attachment (in one file including all figures and tables) to all three guest editors as well as the IMM office ( The first page must contain the title, author/s, and contact information for all author(s). For additional guidelines, see "Notes for Contributors" from a recent issue of Industrial Marketing Management, or visit the home page at the following address: Articles not complying with the notes for contributors or poorly written will be desk rejected. Suitable articles will be subjected to a double-blind review; hence, authors must not identify themselves in the body of their paper. (Do not submit a Word file with "track changes" active nor a PDF file.)

Please address questions to the guest editors:

Professor Adam Lindgreen
Department of Marketing and Business Strategy
Hull University Business School
United Kingdom

Professor Michael Beverland
School of Economics, Finance and Marketing
RMIT University

Associate Professor Francis Farrelly
Department of Marketing
Monash University