Brand Influence on Industrial Buying Behaviour: A case study of Volvo Construction Equipment in Brazil
Independent thesis Advanced level (degree of Master (One Year)), 20 credits / 30 HE creditsStudent thesis
In industrial environments with high competition and little product differentiation, construction equipment companies are forced to undergo structural, strategic, and managerial changes. Companies in industrial business-to-business segments are beginning to realise the fact that the brand may be influential in the buying decision among their customers. The brand has gone from being a trademark stamped on goods to becoming a central part of the corporate strategy. Brand strategies are designed to maintain and build the brand by creating a brand identity, positioning the brand, and communicating its message to customers. Industrial brands are communicated by the industrial marketer and their possible dealers. Dealers can be seen as mediators of the brand in their direct contact with customers and must therefore have the right perception of the brand. This increases the managerial requirements on the manufacturing firm to make sure that dealers communicate the right brand values.
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IdentifiersURN: urn:nbn:se:su:diva-4520OAI: oai:DiVA.org:su-4520DiVA: diva2:194067