How Is Building a Brand in a Business-to-Business Context Diffrent from Doing so in the Consumer Market?

In: Business and Management

Submitted By viperjim05
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Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or any combination to identify goods and services of a seller or group of sellers. (2007) According to Walter Landor, founder of the Landor Associates, the world’s leading brand consulting firm; a brand is a promise that the company will provide satisfaction and quality. (Burgess, C) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source. Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the brand. These professional buyers are used because they are well informed about the needs and goals of the purchase, and focus on purchasing a product that allows them to achieve higher revenues at a lower total cost then other competitive businesses. (Kotler) These buyers will be less influenced about the price and demand that the brand will be available when needed. For this, the brand will need to have a simplified supply chain and logistics to meet these demands. In B2C branding, the consumer market looks at a vast majority of people. While customers can develop a strong connection to a brand, little is spent for personnel information; relying instead on mass communications such…...

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