Analysis of branding in the construction industry market

Abstract

This study’s purpose is to investigate the Libyan construction industries marketing from stakeholders’ perceptions. Brand concepts have been largely discussed in multidisciplinary research. Previous studies have focused on brands for consumer essentials such as fashion and consumer goods. However, building a brand in construction project companies is still difficult to implement. This paper analyses the complicated concept of brand management in combination with the characteristics of the product, as conceived in the construction industry market. The findings defined different brand attributes for building strong construction project brand began with brand identity, image of the products, loyalty, and performance. However, the results reveal significant challenges that impact construction market. Lack of communication and cooperation are a big causing influence Libyan construction industry market, leading to no significant relationship between construction industry market, brand variables and education level.