industrialbrandinginthedigitalage.pdf
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Industrial branding in the digital age

Abstract
Purpose: This study describes the overall branding logic of an international industrial company operating in the renewable energy industry and responds to calls for empirical research on 1) how to build a B2B brand in the digital age, and 2) how digital media can be used for branding. A digital branding model is also developed. Design: A single case study of a company at the forefront of digital media usage is used to develop the model. The main data comes from semi-structured theme interviews and on content analysis of the channels used to create a brand on the Internet. Findings: In the digital age, firms seem to benefit from having a strong market orientation and a holistic branding approach with robust integration of their different functions. Branding in the digital age requires strong internal communication as well as consistent external communication, but also positioning of the brand in topical conversations. For an industrial organization, becoming an opinion leader is a strategy well suited to branding and can be supported by creating relevant content subsequently delivered through various social media channels. Research limitations: The results of this study are based on a single case study and hence are not generalizable. Originality: This study is among the first to respond to the calls for empirical research on industrial brand management in the digital age and contributes to the emerging B2B branding and branding on digital age literature.
Main Authors
Lipiäinen, Heini Karjaluoto, Heikki
Format
Articles Research article
Published
2015
Series
Journal of Business and Industrial Marketing
Subjects
I-branding
industrial brand
industrial branding
sosiaalinen media
Publication in research information system
https://converis.jyu.fi/converis/portal/detail/Publication/24759872
Publisher
Emerald Group Publishing Limited
The permanent address of the publication
https://urn.fi/URN:NBN:fi:jyu-201507132570Use this for linking
Review status
Peer reviewed
ISSN
0885-8624
DOI
https://doi.org/10.1108/JBIM-04-2013-0089
Language
English
Published in
Journal of Business and Industrial Marketing
Citation
License
Open Access
Copyright© Emerald Group Publishing Limited. This is a final draft version of an article whose final and definitive form has been published by Emerald. Published in this repository with the kind permission of the publisher.

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description Purpose: This study describes the overall branding logic of an international industrial company operating in the renewable energy industry and responds to calls for empirical research on 1) how to build a B2B brand in the digital age, and 2) how digital media can be used for branding. A digital branding model is also developed. Design: A single case study of a company at the forefront of digital media usage is used to develop the model. The main data comes from semi-structured theme interviews and on content analysis of the channels used to create a brand on the Internet. Findings: In the digital age, firms seem to benefit from having a strong market orientation and a holistic branding approach with robust integration of their different functions. Branding in the digital age requires strong internal communication as well as consistent external communication, but also positioning of the brand in topical conversations. For an industrial organization, becoming an opinion leader is a strategy well suited to branding and can be supported by creating relevant content subsequently delivered through various social media channels. Research limitations: The results of this study are based on a single case study and hence are not generalizable. Originality: This study is among the first to respond to the calls for empirical research on industrial brand management in the digital age and contributes to the emerging B2B branding and branding on digital age literature.
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title Industrial branding in the digital age
title_full Industrial branding in the digital age
title_fullStr Industrial branding in the digital age
title_full_unstemmed Industrial branding in the digital age
title_short Industrial branding in the digital age
title_sort Industrial branding in the digital age
topic I-branding industrial brand industrial branding sosiaalinen media
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