Two Insidious Attacks on Brand Equity

Abstract

Branding continues to receive little attention in B2B markets, relative to that accorded to it in consumer markets. While much of the understanding of the function of branding is applicable to both types of markets, there are some distinctive features of B2B markets that do require different approaches to specific branding issues. The development of the use of a brand name in a generic manner and the supply of counterfeit products will be used to illustrate how these differences work out in practice.

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