Using brand identity to build brand equity: A comparison between the South African and Dutch business-to-business architectural industry

Background: Existing research in the B2B field focuses on relationship marketing and not the importance of building brand equity. By focusing efforts on building brand equity B2B service firms have the opportunity to develop a long-term competitive advantage.Objective: This study explores how Dutch and South African business-to-business architectural firms compare in their development of brand equity and use of brand identity dimensions. These groups were selected because one (Dutch) holds a favourable brand equity position, while the other (South African) is perceived less favourably. Providi... Mehr ...