本研究主要探討加工產業中企業對企業（B2B）品牌的成功因素。該主題甚少在加工產業被探討，而且相關的學術研究也很稀少。本研究目的為瞭解加工產業的B2B品牌成功實例，並提出行動建議，以將理論與實務結合。
本研究採行質性研究方法，透過廣泛的文獻探討，藉由深度訪談十二位加工產業中B2B品牌專家，並將訪談資料轉化為逐字稿，進行集群分析。研究結果顯示分公司因素及企業內部因素影響B2B品牌的成功。本研究歸納B2B品牌在加工產業之關鍵成功因素為品牌規範、內部品牌活化、品牌導向、品牌故事、成分品牌化及品牌定位。
本研究進一步將影響加工產業中B2B品牌的關鍵因素合併，建構品牌戰略模型。本研究發現加工產業中B2B品牌關鍵因素定位在一般的品牌理論中，企業經營品牌的方法、品牌接觸點、品牌目標也是加工產業分支結構機制。理論與實務面充分被探討。

This paper investigates the success factors of B2B branding in context of process industries. The topic is rarely explored within this industry and pertinent literature is scanty.
The research aims to gain an understanding of successful practices within the process indus-tries and arrive at recommendations of action in order to interject the theory into current practices.
This study takes a qualitative approach. It is based on an extensive review of the literature and twelve interviews with B2B branding experts and professionals from the industry. These were subsequently evaluated using word count and cluster analysis.
The results show that branch factors and company internal factors impact the success of B2B branding. As key factors for a successful B2B branding in process industries are identified: Brand Guidance, Internal Brand Activation, Onboarding, Storytelling, Ingredient Branding and Positioning.
At a further stage, impacts and key factors are amalgamated to arrive at a B2B Branding in Process Industries Strategy Model. In addition, the key factors for process industries are lo-calized within the general B2B branding theory. Additional findings are a collection of branding methods, touchpoints and branding goals as well as a branch structure scheme of process industries. Practical and theoretical implications are discussed.

Content
中文摘要 ii
Abstract iii
Figures vi
Tables vii
Abbreviations vii
1 Introduction 1
1.1 Problem and Initial Situation 1
1.2 Research Gap 2
1.3 Research Motivation 2
1.4 Research Purpose 3
1.5 Research Question 3
1.6 Guiding Theme 4
2 Research Methodology 5
2.1 Methodology Desk Research / Theoretical Framework 5
2.2 Methodology Empirical Research 6
2.3 Methodology Result Finding Approach 7
2.4 Out of Scope 7
2.4.1 Business to Consumer Branding 8
2.4.2 Marketing vs. Branding 8
2.4.3 Product Branding vs. Corporate Branding 8
2.4.4 Public Relations 9
2.4.5 Pharmaceutical and Food Industry 9
3 Desk Research / Theoretical Framework 10
3.1 Definitions 10
3.1.1 Definition of Brand 10
3.1.2 Definition of Branding 11
3.1.3 Definition of Process Industries 11
3.1.4 Definition of Hard Skills and Soft Skills 11
3.1.5 Definition of Key Factors and Success Factors 11
3.2 Branch Analysis Process Industries 12
3.2.1 Challenges in Process Industries 12
3.3 B2B Branding 13
3.3.1 B2B Branding Theories 14
3.3.2 B2B Branding Success Factors 16
3.4 Resulted Findings Desk Research 18
3.4.1 B2B Branding Success Factors Findings 18
3.4.2 B2B Branding Findings 18
3.4.3 Findings Interpretation Desk Research 19
4 Empirical Research 21
4.1 Research Design 21
4.2 Data Collection 21
4.2.1 Interview Guidelines 21
4.2.2 Interview Partner Selection 22
4.3 Data Analysis 23
4.3.1 Word Count Analysis 23
4.3.2 Cluster Analysis 24
4.4 Resulted Findings Empirical Research 24
4.4.1 Word Count Analysis Findings 24
4.4.2 Cluster Analysis Findings 28
4.4.3 Findings of Interpretation Empirical Research 31
5 Final Part 34
5.1 Results 34
5.1.1 B2B Branding in Process Industries Branch Impacts 34
5.1.2 B2B Branding in Process Industries Company Impacts 35
5.1.3 B2B Branding in Process Industries Key Factors 35
5.1.4 B2B Branding in Process Industries Recommendations 35
5.2 Answer Research Questions 35
5.2.1 What impacts the Success of B2B Branding in Process Industries? 35
5.2.2 What are the key factors for a successful B2B branding in process industries and how can they be injected into the B2B branding theory? 38
5.3 Additional Findings 39
5.4 Recommendations 39
5.4.1 How can the Key Factors of B2B Branding help to overcome the Gap between B2B Branding Theory and Practice? 39
5.5 Critical Appraisal 41
5.5.1 Interview Partners 41
5.5.2 Comparison between Experts and Professionals 41
5.5.3 Definition of the Process Industries 41
5.6 Conclusion and further Research 41
6 Acknowledgments 43
7 Bibliography 45

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