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Journal Article

B2B Brand Architecture

Steve Muylle, Niraj Dawar and Deva Rangarajan
California Management Review
Vol. 54, No. 2 (Winter 2012), pp. 58-71
DOI: 10.1525/cmr.2012.54.2.58
Stable URL: http://www.jstor.org/stable/10.1525/cmr.2012.54.2.58
Page Count: 14
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B2B Brand Architecture
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Abstract

This article, based on work with dozens of Business-to-Business firms, extracts general principles of brand architecture design based on specific examples, and then tests these principles by applying them more broadly to a wide sample of brand architectures. B2B brand architecture is a function of two key dimensions: the organizational structure, in particular, the extent to which a firm is centralized or decentralized (in terms of its product range, sales, and marketing); and the extent to which the firm's market offerings are standardized versus customized. This framework and the axiom of risk alleviation through the sales process together capture the principal elements of B2B brand architecture design.

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