Shadi parsaie manesh - MBA student, university of saveh .Iran

It is important to the sources of brand knowledge for manufacturer brands, brand knowledge can beexpressed as a sum of brand awareness and brand image which consists of consumers’ perceptions andof associations for the brand .knowledge about the brand in order to demonstrate this knowledge aspreferences during the purchase behavior. Most B2B products are purchased by companies to be used in their own manufacturing, producing goods and services to be sold on. The value added product can then be either sold to yet another company; or to the consumer. One of the characteristics of a B2B product is that in many cases it is bought by a committee of buyers. It is important to understand what a brand means to these buyers. Ultimately, a strong B2B brand will reduce the perceived risk for the buyer and help sell the brand. B2B marketers are realizing that developing brand awareness among their customers' customers can capture a larger share of channel margins and build loyalty that can protect them against lower-priced competitors .This paper is concerned in brand knowledge specially on B2B sector and analyse the link between brand knowledge and company performance.

brand knowledg , business-to- business( B2B), brand image ,buying behaviour