Branding begins with the consistency of presentation that becomes the identity of a company. This session comprises deep study of business to business branding.
2. Introduction
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Business-to-business (B2B) describes commerce transactions between
businesses, between a manufacturer and a wholesaler, or between a wholesaler
and a retailer.
B2B branding is a term used in marketing.
B2B is also used in the context of communication and collaboration.
5. Differences between B2B(Business to
Business) and B2C(Business to
Consumer)
In B2B there are usually committees of people in an organization and each of
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the members may have different attitudes towards any brand.
Since there are more people involved in the decision making process and
technical details may have to be discussed, the decision-making process for
B2B products is usually much longer than in B2C.
A strong B-2-B brand will reduce the perceived risk for the buyer and help to
sell the brand.
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Companies seek long-term relationships as any experiment with a different
brand will have impacts on the entire business. Brand loyalty is therefore
much higher than in consumer goods markets.
While consumer goods usually cost little in comparison to B2B goods, the
selling process involves high costs.
Not only is it required to meet the buyer numerous times, but the buyer may
ask for prototypes, samples and mock ups.
Such detailed assessment serves the purpose of eliminating the risk of buying
the wrong product or service.
7. Advantages
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It can efficiently maintain the movement of the supply chain and the
manufacturing, procuring process.
It can automate corporate process to deliver the right product and cost
effectively.
It become the largest value sector of the industry with in a few years.
It is the fastest growing E sector.
8. B2B communication
Business to business communication is also used in the context of
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communication & collaboration.
There are different methods which employee used to connect with each other.
When communication is taking place it is known as B2B communication.
9. Focus areas in B2B branding
Brand architecture : How best-practice organizations balance and manage
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corporate, divisional, and product brands and leverage brand equities, across
the organization
Cobranding: How business-to-business organization build brand value
through initiatives such as ingredient branding, licensing, composite branding,
and sponsorships
Development of the brand-value proposition or brand promise : How
business-to-business firms use tools and processes to distil the brand to its
essential values and articulate a memorable and compelling brand promise to
external and internal audiences
Measuring success : how organizations monitor brand equity and determine
the return on investment of their branding activities