Journal of Business Industrial MarketingBranding in

Topics: Brand, Marketing, Brand management Pages: 13 (9433 words) Published: November 30, 2014
Journal of Business & Industrial Marketing
Branding in B2B markets: insights from the service‐dominant logic of marketing David Ballantyne Robert Aitken

Article information:
To cite this document:
David Ballantyne Robert Aitken, (2007),"Branding in B2B markets: insights from the service#dominant logic of marketing", Journal of Business & Industrial Marketing, Vol. 22 Iss 6 pp. 363 - 371 Permanent link to this document:

http://dx.doi.org/10.1108/08858620710780127
Downloaded on: 15 November 2014, At: 07:26 (PT)
References: this document contains references to 66 other documents. To copy this document: permissions@emeraldinsight.com
The fulltext of this document has been downloaded 6598 times since 2007*

Users who downloaded this article also downloaded:

Jnl of Bus & Indus Marketing 2007.22:363-371.

Michael Beverland, Adam Lindgreen, Julie Napoli, Philip Kotler, Waldemar Pfoertsch, (2007),"Being known or being one of many: the need for brand management for business#to#business (B2B) companies", Journal of Business & Industrial Marketing, Vol. 22 Iss 6 pp. 357-362

Kerri#Ann L. Kuhn, Frank Alpert, Nigel K. Ll. Pope, (2008),"An application of Keller's brand equity model in a B2B context", Qualitative Market Research: An International Journal, Vol. 11 Iss 1 pp. 40-58 Michael Beverland, Adam Lindgreen, Julie Napoli, Jane Roberts, Bill Merrilees, (2007),"Multiple roles of brands in business#to# business services", Journal of Business & Industrial Marketing, Vol. 22 Iss 6 pp. 410-417

Access to this document was granted through an Emerald subscription provided by 566729 []

For Authors
If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information.

About Emerald www.emeraldinsight.com
Emerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.

Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. *Related content and download information correct at time of download.

Branding in B2B markets: insights from the
service-dominant logic of marketing
David Ballantyne and Robert Aitken
University of Otago, Dunedin, New Zealand

Jnl of Bus & Indus Marketing 2007.22:363-371.

Abstract
Purpose – This paper aims to explore how the service-dominant (S-D) logic of marketing proposed by Vargo and Lusch impacts on business-tobusiness branding concepts and practice. Design/methodology/approach – Vargo and Lusch argue that service interaction comes from goods-in-use as well as from interactions between a buyer and a supplier. Their key concepts are examined and the branding literature critically compared. Findings – Goods become service appliances. Buyer judgments about the value-in-use of goods extends the time-logic of marketing. The exchange concept is no longer transaction bound. Service-ability (the capability to serve) becomes the essence of a firm’s value propositions. Service experience becomes paramount in developing and sustaining the life of a brand. Research limitations/implications – S-D logic highlights the need for rigour and clarity in the use of the term “brand”. It also opens up for consideration a variety of previously unexplored contact points in the customer service cycle, expanded to include customer assessments of value-inuse. Practical implications – S-D logic encourages extending brand strategies into a wider variety of communicative interaction modes....


References: Aaker, D.A. (1991), Managing Brand Equity, The Free Press,
New York, NY.
Aaker, D.A. (2004), Brand Portfolio Strategy: Creating
Relevance, Differentiation, Energy, Leverage and Clarity, The
Aaker, D.A. and Joachimsthaler, E. (2000), Brand Leadership,
The Free Press, London.
(2006), “Editorial for the special issue on the servicedominant logic of marketing: insights from The Otago
Forum”, Marketing Theory, Vol
Albrecht, K. (1990), Service Within, Dow Jones-Irwin,
Homewood, IL.
Andersen, P.H. (2005), “Relationship marketing and brand
involvement of professionals through web-enhanced brand
Anderson, J.C. and Narus, J.A. (1990), “A model of
distributor firm and manufacturer firm working
Axelsson, B. and Easton, G. (Eds) (1992), Industrial Networks
– A New View of Reality, Routledge, London.
Baldauf, A., Cravens, K.S. and Binder, G. (2003),
“Performance consequences of brand equity management:
Ballantyne, D. (2004a), “Communicating through interaction
and dialogue”, in Gabbott, M
Ballantyne, D. (2004b), “Dialogue and its role in the
development of relationship specific knowledge”, Journal
Ballantyne, D. and Varey, R.J. (2006), “Creating value-in-use
through marketing interaction: the exchange logic of
Ballantyne, D., Christopher, M. and Payne, A. (1995),
“Improving the quality of services marketing: service
Bendixen, M., Bukasa, K.A. and Abratt, R. (2003), “Brand
equity in the business-to-business market”, Industrial
Berger, P.L. and Luckman, T. (1967), The Social Construction
of Reality: A Treatise in the Sociology of Knowledge, Irvington
Berry, L.L. (1995), “Relationship marketing of services –
growing interest, emerging perspectives”, Journal of the
Berry, L.L. (2000), “Cultivating service brand equity”,
Journal of the Academy of Marketing Science, Vol
Berry, L.L. and Lampo, S.S. (2004), “Branding labourintensive services”, Business Strategy Review, Vol. 15 No. 1,
pp
Brodie, R.J., Glynn, M.S. and Little, V. (2006), “The service
brand and the service-dominant logic: missing fundamental
Carlzon, J. (1987), Moments of Truth, Ballinger, Cambridge,
MA.
Christopher, M., Payne, A. and Ballantyne, D. (1991),
Relationship Marketing: Bringing Quality, Customer Service
Cova, B. (1997), “Community and consumption: towards a
definition of the ‘linking value’ of product or services”,
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Business Essay
  • business Essay
  • Business Essay
  • Business Research Paper
  • Business Essay
  • Business Essay
  • business Essay
  • Business Essay

Become a StudyMode Member

Sign Up - It's Free