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What's in a name? The importance of branding in the laboratory analysis industry
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This thesis explores the role of branding using the case of a Colombian service provider, expanding into product distribution through partnership with a U.S. based manufacturer. Ninesemi-structured interviews across different stakeholders identified which branding elements matter most for supplier selection and how a company leverage its brand towards the success of its new line. The findings reveal certifications, reputation, and support services as most important and that branding strategies provide guidance for market expansion. The thesis provides theoretical insights on B2B branding and recommendations for scientific-based companies undergoing similar transitions.
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B2B branding Laboratory analysis Brand equity Leveraging reputation CEMS MIM