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2010 | Consumer Behavior and Marketing Strategies of Companies in the European Market | 83--99
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Review and conceptualization of commodity branding

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Companies can affect the choices by employing the various marketing tools they have at disposal. One of those tools is branding. Branding has long been recognized as an integral part of contemporary business environment. Few issues in marketing therefore now generate as much discussion amongst academics as branding. Overall however, whenever studies examine branding, few have made any attempt to recognize the role of branding in commodity-based industries. Reflection this concern, in this paper we argue that the branding of commodities has been largely neglected in the literature. It therefore follows that the overall aim of study is to present a state-of-the-art review of consumer and industrial branding literature, alongside research on the commodities. Commodity markets have become a global industry in their own right, which has created a potent site of influence across many industries.
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