An exploration of the effects of B2B brand alliances on building brand equity through business networking events: Black Business Council and Business Members.

Abstract

The importance of corporate brand building for Business-to-Business (B2B) is increasing, with business strategies requiring relentless redevelopment, due to the effects of globalisation; hyper-competition; multiplying of comparable products and services; ever-growing complexity and elevated price pressures. Historically, black businesses have been marginalised within the South African economy, stemming from institutional blockages thus, The Black Business Council (BBC) has taken up the mandate to partner with black owned businesses and associations to build up collective brand equity. The research used was an interpretive research design, with non-probability sampling employed. Qualitative data was collected by means of semi-structured individual interviews. And subsequently, data was analysed using the thematic analysis method. B2B brands hold significant financial value for an organisation. They assist to create synergies with alliance partners and customers alike, and findings show that BBC member organisations confirm that the BBC does indeed yield spill-over brand equity for member organisations.