Industrial Global Brand Leadership

A Capabilities View

Michael Beverland, Adam Lindgreen, Julie Napoli

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Resumé

We examine the global branding programs of five New Zealand industrial firms and identify the salient components and capabilities underpinning these programs. The cases built their respective brand identities around adaptability to customer needs and the provision of a total solution. This identity was built around five capabilities: relational support, coordinating network players, leveraging brand architecture, adding value, and quantifying the intangible. Underpinning these identity promises were five organizational level supportive capabilities: entrepreneurial, reflexive, innovative, brand supportive dominant logic, and executional capabilities. This approach resulted in global brand leadership, but also reflected the fundamental differences between the B2C and B2B realms.
OriginalsprogEngelsk
TidsskriftIndustrial Marketing Management
Vol/bind36
Udgave nummer8
Sider (fra-til)1082–1093
ISSN0019-8501
DOI
StatusUdgivet - 2007
Udgivet eksterntJa

Emneord

  • Brands
  • Brand management
  • Capabilities
  • International
  • Case studies

Citer dette

Beverland, Michael ; Lindgreen, Adam ; Napoli, Julie. / Industrial Global Brand Leadership : A Capabilities View. I: Industrial Marketing Management. 2007 ; Bind 36, Nr. 8. s. 1082–1093.
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Industrial Global Brand Leadership : A Capabilities View. / Beverland, Michael; Lindgreen, Adam; Napoli, Julie.

I: Industrial Marketing Management, Bind 36, Nr. 8, 2007, s. 1082–1093.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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