Abstract: In the process of B2B marketing, the role of brands has become more evident. A positive brand image will help to form a good impression in the mind of buyers and thereby affect their purchase intentions. The clues of brand perception are some effective approaches for buyers to perceive the brand attributes of suppliers. In this study, Network Ethnography is used to make the content analysis of buyers' comments for the suppliers on the Internet, and extract 83 conceptual clues and 21 categories. Ultimately, seven core categories which are product image, service image, staff image, the user image, the network image, social image and corporate image are summarized. The paper reviews the relationship between the seven classes, and verifies that the corporate image can lead the other images through interviews in the final.

Key words: business to business marketing, brand, perceived image, network netnography