During the last decade branding has developed to be one
of the main focus areas in consumer marketing. In the
industrial marketing area there has only been limited
attention to this phenomenon in this paper we elaborates
more on the connection between corporate branding and
value creation in industrial network. We especially
points to the fact that the effects of industrial
branding very much is under influence of the perceived
uncertainty of industrial buyers. Industrial firms not
only make use of branding they also use co-branding as a
joint action to enhance their position within a network.
In the paper we present a case of the Danish firm
JUNCKERS one of Denmark’s largest wood industries who
has launch a co-branding project together with DEVI and
WIRSBO. The case shows that co-branding is an efficient
tool in lowering the uncertainty by the customers and by
signalling combined resources and skills of three actors
each firm enhance their position in the network. pdf
