Small- and medium-sized industrial companies in Germany and Russia mostly attach little importance to brand management and practice it only fragmentarily. Against this background, the relevance of brand management for these firms in B2B-markets is demonstrated. Beginning with a look at the importance of B2B brands for corporate success, relevant starting points for a successful brand management in B2B settings are shown, as far as these are supported by empirical research. The findings indicate the importance of internal as well as external dimensions of B2B brand management.

• Irina Trushnikova(St. Petersburg State University of Economics)
• Wolfgang Fritz(Technische Universitaet Braunschweig)