Brand positioning in the B2B online environment: A case from the UK print industry

This paper examines the way in which brand positioning elements are manifested in the business-to-business (B2B) online environment. The case of the UK print industry is presented, investigating the use of brand positioning elements through the examination of corporate web pages of 30 UK print suppliers. A framework is developed to show how brand positioning is operationalised in the online environment. The paper concludes by giving recommendations about how the framework can be used by practitioners in order to reconcile their online and offline branding activities. The framework may also be useful for academics to undertake empirical research.

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