B2B branding can contribute to competitive advantage in the B2B market. According to Cassia and Magno (2019), branding is not only applicable to the B2C market but also to the B2B market. Organizations that sell to resellers can brand their products to outperform competitors in developed markets. However, branding in the B2B market is complex because a B2B product or service can be purchased by resellers from different industries. For instance, a company selling business information systems can sell its products to customers organizations in the retail sector and the banking sector. Cassia and Magno (2019) suggest that B2B organizations should implement different branding strategies at the same time to appeal to their clients in different sectors. Seyedghorban, Matanda and LaPlaca (2016) also note the relevance of branding in the B2B market by suggesting that while branding has traditionally been considered to be of little significance to B2B organizations, there is evidence that it is an important marketing strategy especially because it influences the decision-making process in B2B markets that are highly formalised when professionals that are trained and skilled are responsible for making decisions. Tarnovskaya and Biedenbach (2016) also agree that B2B branding is an important source of competitive advantage in the B2B market. Marketing managers should develop brand marketing strategies by considering the components of brand value that would appeal to the needs and expectations of clients. Tarnovskaya and Biedenbach (2016) argue that corporate managers in the B2B market should not ignore the contributing activities by local stakeholders and managers because these activities are key to improving brand value. Corporate managers can collaborate with local managers in emerging markets to develop successful brand strategies. Bonnin and Rodriguez (2019) support the arguments concerning the importance of branding in the B2B market. Bonnin and Rodriguez (2019) suggest that firms should use more narrative branding strategies to gain a competitive edge in the market. The meaning of a brand is constructed and negotiated with several stakeholders. Branding should thus be regarded as a myth-making practice where brands function as cultural narrators.