Marketing foundation of branding of a freight-forwarding company

Brand development in a company which functions in some particular economic sector involves a range of specific measures on branding. In particular, the specifity of working with a freight-forwarding company brand is caused by the fact that such companies belong among the following groups of organizations: 1) operating in service-business, 2) operating mainly in B2B-area, 3) operating in transport sector. What is more, it should be taken into consideration that freight-forwarding activity could include also international transport services, which complicates branding complex by adding the necessity of including in a brand some element which will be responsible for its international, global character.