The purpose of this paper is to conduct an exploratory study of the branding of business‐to‐business (B2B) services, specifically examining the commodity‐like logistics services industry.
The paper is of a multiple‐methods research design.
Managers should first strive to develop compelling and differentiated value propositions associated with their B2B service brands. They should then invest in communicating their brands' value to internal and external audiences. Finally, they should commit resources to ensure consistent and favorable customer experiences with the brand. These three steps influence the strength of the brand, which comprises brand awareness and brand meaning.
B2B service firms in commodity‐like industries such as the logistics service industry cannot rely on differences in product attributes to develop brand meaning. Rather, they should focus on developing distinctive customer experiences with the brand by encouraging meaningful employee‐customer interactions. Such differentiated value propositions based on superior customer experiences build brand awareness and enhance the brand's meaning with current and prospective customers, thereby increasing brand equity.
Knowledge of branding practices in B2B service contexts is limited. This research addresses this knowledge gap.
