How to Increase Brand Awareness for a Recruitment Agency; the Case of Mortimer Bell International.

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.