Central European Business Review 2013, 2(4):24-29 | DOI: 10.18267/j.cebr.61

The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers

Martin Konečný1, Daniela Kolouchová2
1 Ing. Martin Konečný, MIM, CEMS International Management, University of Economics, Prague, & University of Cologne, martin.konecny@cemsmail.org, martin.Konecny@eads.net
2 Ing. Daniela Kolouchová, Faculty of Business Administration, University of Economics, Prague, nám. W. Churchilla 4, Praha 3, 130 67, daniela.kolouchova@vse.cz

This paper investigates the importance of brand building in the business-to-business world. Not only B2C companies must take branding into account and put it among their top priorities in order to survive and succeed on the market. The first part of the article deals with the theoretical background of brand importance and market specifics of B2B markets and results in the setting of two hypotheses. The following research has to find out how the managers of a pure business-to-business company perceive the importance of a brand; moreover, it has to evaluate the importance of eight specific brand building factors. Fourteen expert interviews document the growing of brands in the B2B market and their main aspects. At the end of the article, we will focus on future implications for B2B management.

Keywords: Brand building; B2B market; brand importance in B2B; qualitative research; expert interviews
JEL classification: M31

Received: August 16, 2013; Revised: December 11, 2013; Published: December 31, 2013  Show citation

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Konečný, M., & Kolouchová, D. (2013). The Importance of Brand on B2B Markets: Expert Interviews with Hilti AG Managers. Central European Business Review, 2(4), 24-29. doi: 10.18267/j.cebr.61
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