As a result of the above, branding can help to improve sales. Increasing visibility and brand loyalty will ultimately lead to customers continuing to buy your products/services. Looking for a brand management agency? Kassarjian, H.H. 1977. Content analysis in consumer research. Journal of Consumer Research 4(2): 8–18. Cassia, F., N. Cobelli, and M. Ugolini. 2017. The effects of goods-related and service-related B2B brand images on customer loyalty. Journal of Business & Industrial Marketing 32(5): 722–732. Bendixen, M., K.A. Bukasa, and R. Abratt. 2004. Brand equity in the business-to-business market. Industrial Marketing Management 33(5): 371–380.

Brand hindrance are constructed by branding impediments, which, based on the literature, comprise three types of barrier—insufficient resources, inadequate knowledge, and a negative COO image. Insufficient resources mainly affect the no-competencies branders in smaller sized firms, aligning with the previous literature (see Wong and Merrilees 2005; Ojasalo et al. 2008), indicating the smaller firms focus more on sustaining their daily operations than on paying attention to branding. A small-size firm has its ‘survival mentality’ (Hirvonen and Laukkanen 2014) that perceives branding as the last thing on their ‘to-do list’ as they suffer more from resources deficiency (Krake 2005).Not only can online brand management increase profitability, but it can also enhance brand equity in an increasingly competitive marketplace. Consistency is crucial Balmer, J.M.T. 2001. Corporate identity, corporate branding and corporate marketing—Seeing through the fog. European Journal of Marketing 35(3/4): 248–291. Cavusgil, S.T. 1984. Differences among exporting firms based on their degree of internationalization. Journal of Business Research 13(2): 195–208. M6 has complained that despite all efforts in promoting the factory brand at international events, they received more requests for OEM production than for their own branded products. Buyers’ perceptions of ‘Made in China’ products as low cost, low quality, and mass production leaves little room for Chinese manufacturers to develop their own brands. Inadequate knowledge

Huang, Y.-T., and Y.-T. Tsai. 2013. Antecedents and consequences of brand-oriented companies. European Journal of Marketing 47(11/12): 2020–2041. Foreword .................................................................................................. V Bibliography......................................................................................... 331 About the Authors............................................................................... 327Wong, H.Y., and B. Merrilees. 2008. The performance benefits of being brand-orientated. Journal of Product & Brand Management 17(6): 372–383. Sekaran, U., and R. Bougie. 2010. Research method for business—a skill building approach. West Sussex: Wiley.