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Industrial global brand leadership: A capabilities view

Beverland, Michael, Napoli, Julie and Lindgreen, Adam 2007. Industrial global brand leadership: A capabilities view. Industrial Marketing Management 36 (8) , pp. 1082-1093. 10.1016/j.indmarman.2006.08.007

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Abstract

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 globalbrand leadership, but also reflected the fundamental differences between the B2C and B2B realms.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Brands; Brand management; Capabilities; International; Case studies
Publisher: Elsevier
ISSN: 0019-8501
Date of First Compliant Deposit: 30 March 2016
Last Modified: 21 Oct 2016 03:17
URI: http://orca.cf.ac.uk/id/eprint/40095

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