Business to Business Branding


Special Issue of Industrial Marketing Management, Edited by George Christodoulides and Sheena Leek; Deadline 30 Dec 2010

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Special Issue of Industrial Marketing Management on Business to Business Branding

Industrial Marketing Management announces the call for papers for a special issue on Business to Business Branding. The deadline for submission is December 30th, 2010.

Despite a significant interest in branding (Keller and Lehman 2006), and the predominance of branding in consumer markets, branding in industrial markets has received little attention from academics (Beverland, Napoli, & Lindgreen 2007; Lynch & de Chernatony 2007; van Riel, Pahud de Mortanges, & Streukens 2005). On the other hand, a significant number of industrial organizations faced with the prospect of commoditization and increased lack of differentiation in their respective markets have deployed brand development strategies in an attempt to create a competitive advantage. This has led B2B brands such as IBM, Cisco, Oracle and Intel to be amongst the most valuable brands globally (Interbrand 2009). Without a significant body of research knowledge on the subject, B2B brand managers have very few frameworks to inform their practice and are eager for guidance. B2B branding is still in its infancy and there is a clear need for further research into the way in which brands are perceived, evaluated, communicated and managed in a B2B (product or service) environment.

This special issue of Industrial Marketing Management invites submissions that contribute to a better understanding of branding in B2B markets. Papers can be conceptual or empirical and indicative topics include:

  • The extent to which branding theory developed in consumer markets is transferable to business markets
  • The development, conceptualization, measurement and management of brand equity for business to business brands
  • The role of branding in the buyer’s decision making process
  • The contribution of branding to developing and maintaining B2B relationships
  • The importance of emotional and hedonic values for B2B brands
  • Factors influencing the application of branding at the organizational, product line, and individual product level
  • Identification of performance metrics for B2B brands
  • B2B brand extensions
  • Cases of B2B brand success or failure
  • Outsourcing in B2B branding
  • The role of marketing communications in developing strong business to business brands
  • The role of the internet in developing strong B2B brands
  • Social media and the effect of word-of-mouth/mouse on B2B brands
  • Customization and B2B brands
  • The impact of sustainable marketing practices on B2B brands

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 MS Word attachment (in one file including all figures and tables) to the guest editors. 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 an MSWord file with “track changes” active nor a PDF file.)

Please address questions to the guest editors:

Dr George Christodoulides
Department of Marketing
The Birmingham Business School
University of Birmingham

Dr Sheena Leek
Department of Marketing
The Birmingham Business School
University of Birmingham

Please copy the IMM editor on all correspondence: