The Analysis of Brand Personalities in Industrial Markets - an Exploratory Study

In order to remain distinct and to build up strong business relationships in an competitive environment, an increasing number of industrial marketers attempt to exploit the profiling potentials of branding. However, brand management in the industrial sector is still at its starting point. For this reason, the paper introduces the concept of brand personality to industrial markets. Hereby it reports on the development of the Industrial Brand Personality Scale. Potential dimensions and items are drawn from relevant literature and primary research. A number of research questions are empirically analyzed, which present both a framework for theoretical discussion and managerial implications.