Abstract
Existing research in the B2B field focuses on relationship marketing and not the
importance of building brand equity. By focusing efforts on building brand equity B2B service
firms have the opportunity to develop a long-term competitive advantage.
Objective: This study explores how Dutch and South African business-to-business architectural
firms compare in their development of brand equity and use of brand identity dimensions.
These groups were selected because one (Dutch) holds a favourable brand equity position,
while the other (South African) is perceived less favourably. Providing a direct comparison
allows the South African business-to-business architectural industry to obtain knowledge and
be in a better position to develop their brand equity and identity...