BRAND VALUE BUILDING AND MANAGEMENT ON B2B MARKETS

The brand value building and management marketing strategy forms the immanent part of an optimally conceived competitive strategy of companies, regardless of whether they operate in consumer (B2C) or business-oriented (B2B) markets. In practice, however, there is often an interpretive confusion of management patterns without respecting the specifics of these two elementary kinds of markets. This fact subsequently results in interpretive malformations. These negatively affect the erudition of marketing managers' decisions and create the misconception that the strategies of building and managing brand value, formulated so far, are not effective in the context of B2B markets, as their implementation does not lead to the desired results. The aim of the paper is to identify the main differences between building and managing brand value in the B2B and B2C markets in the context of the needs of a successful modern company. From a methodological point of view, in addition to the basic methods of formal logic, such as analysis, synthesis, induction and deduction, mainly the method of scientific excerption is applied. This is precisely the main pillar of the realized literary review, devoted to the researched issue. Based on the above mentioned methodological apparatus and its effective implementation, the output of the article is a basic definition of building and managing the value of a brand in B2B markets, respecting their specifics, determining the need to modify the original functional consumer-oriented branding constructs