B2B branding continues to grow in importance yet faces unique challenges distinct from consumer markets. While research has established branding's value for securing partnerships and retaining customers, most existing literature relies on B2C models ill-suited to the complexity of business-to-business environments. Contemporary issues including digital transformation, artificial intelligence, sustainability, and evolving buyer expectations around trust and credibility demand specialized attention.
This special issue seeks research addressing gaps in B2B branding scholarship. It welcomes conceptual and empirical studies exploring the distinctiveness of B2B markets, novel theoretical frameworks specific to business contexts, and practical guidance for managers. Topics include managing tensions between long-term brand building and short-term performance demands, stakeholder alignment, internal branding strategies, and measuring branding value—particularly as B2B marketers face budget constraints and pressure to demonstrate immediate returns.