How to Increase Brand Awareness for a Recruitment Agency; the Case of Mortimer Bell International.
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Abstract
The aim of this research is to investigate the importance of brand in a B2B
professional services market, and the factors contributing to brand awareness
in the same market. Literature review is conducted, but the field of B2B
professional services branding is considered to be relatively under researched.
Multiple sourced were examined for potentially analysing their data in the
methodology section, and three were identified as appropriate based on the
hypotheses presented and discussed.
This research concludes that brand is in fact an important factor in B2B
professional services, and brand awareness can be achieved through
appropriately deployed marketing strategy, that embeds a branding strategy.