Research on business-to-business (B2B) branding has evolved from the interest in brand names and consumer branding comparisons to an ongoing examination of the sources of brand value at corporate and product levels. Brand management remains important to industrial, technology, business, and financial firms that do not primarily sell directly to consumers. The B2B branding academic literature has identified successful practice and has applied and developed theory to explain the how and why of purchase decisions. Yet the global shocks of 2020–2022 necessitate new perspectives on branding priorities and processes. B2B firms are increasingly incorporating digital platforms, supply chain risk, and broader social concerns into brand strategies. Market turbulence is likely to continue to disrupt previous conceptualizations of brand value. New paths beckon for B2B branding research that can enable firms to reduce risks and develop differentiation in ways that are meaningful to customers, employees, and other stakeholders.
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