Brand Management and Relationships Building with Customers in BtoB Small and Medium-sized Manufacturing Firm

Abstract

This paper discusses relationships building with customers for brand management in BtoB small and medium-sized manufacturing firms (BtoB SMEs). The researcher set two propositions, and carried out interviews to several BtoB SMEs asking how they built relationships with customers, and what kind of conditions were needed in brand management. In conclusion, it is found that BtoB SMEs are required to build direct and strong relationships with customers, and they have to operate almost whole business processes in their value chains to practice brand management.