关键词: 品牌战略, B2B品牌, 案例研究

Abstract: There is still an unsolved problem in theory and practice that how B2B companies effectively implement brand strategy. This study aims to enhance understanding of ways to guarantee successful implementation of brand strategy systematically. For this purpose, the research executed a case study on Beijing New Building Material Group, which builds a competitive and influential international brand in the global market, from 2004 to 2017. This study attempted to discuss the key drivers of implementing brand strategy, the core decisions of successful brand strategy and the ways of matching key resources and core competences with brand strategy. In this framework, it revealed: (1) The logic of brand strategy management (key drivers→brand strategy←resources and competences) makes B2B companies succeed in implementing brand strategy and meeting performance expectations;（2）The ability and ambition of top managers which determines the process and outcome of brand strategy and its status in corporate strategy is the key driver of brand strategy; (3) The core decisions of B2B brand strategy include brand positioning, brand culture, target market and brand portfolio; (4) It is imperative for brand strategy to match key resources reasonably and cultivate core competencies.

Key words: Brand strategy, B2B brand, Case study