Branding in B2B Markets

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.

put a value on the qualitative/intangible business benefits, partly because IT does not have the

+ Customers have better understanding of quality, benefits, and cost of the product by showing the value of the product.

Finally, the product which gives the greater benefit to the consumer must gather both three characteristics: Functional benefits, psychological benefits, high involvement features.

 Customer benefit refers to the particular needs and demands that are satisfied by products or services, for example control of cavity by toothpaste is termed as customer benefit which may be psychological, rational or expressive benefit. A rational benefit is closely associated with an attribute of product and would be an integral part of reasonable decision process. As different roles are performed by consumers, most of them have an associated concept and a need to narrate that concept. The purchase and

The benefits are in its surrounding or the environment strategies which are able to become even more profitable or wider market range.

author articulates about the three major benefits such as risk mitigation, cost control and revenue

Submitted in partial fulfillment of the requirement for the Degree of Post Graduate Program In Management

ISBN: 0-324-39865-4ReviewHardcover, 160 pagesThe Case For B2B Branding (by Bob Lamons) is a refreshing overview of the principles of business branding. The book is divided into two clear-cut and well defined sections: part one details the “seven simple steps to effective brand image management”; the second part details twenty-one B2B “branding” case studies from some of the world’s best known (and less well known) business and industrial companies. This section is a gem: the Intel “story”, for example, includes visuals from the early unsophisticated Intel campaigns for the 286 and 386 chips; hard to believe it’s

Customer value is the customers’ perception of a product. Woodruff suggests: “a customer perceived preference for and evaluation of those products attributes, attribute performances, and consequences arising from use that facilitate (or block) achieving the customer’s goals and purposes in use situations” (Shanker, 2012a). Woodruff goes on to suggest that “ also emotional payoff and achievement of a goal or survival greatly depends on the customer’s experience” (Shanker, 2012a). Therefore your success depends on your customer’s opinion of the quality of your service. Paying attention to negative opinion is just as important as reduplicating a positive experience for the customer. Economist Adrian Swinscoe suggests that we need to focus on is what appear to be minor issues and not only the obvious ones. Some of the things he suggests to avoid are:

Most B2B companies are committed to building a strong brand. Open any quarterly report, article, or press release and it’s there: “Building a strong brand is at the core of what we want to do. A strong brand will enable us to drive customer adoption and acceptance in the market.” The confidence in

The concept of value exists back from the days where people begun engaging in exchange activities, however, it was only recently when both academics and practitioners realised the importance of delivering superior value to customers in order to achieve competitive advantage (Ulaga and Chacour, 2001; Khalifa, 2004; Lindgreen and Wynstra, 2005; Hansen et al.,2008).

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

Strong value propositions are also expressed from the customer’s perspective and talk about the experiences and benefits that they will have when using the product.

One of the main ideas of marketing is the concept that successful businesses offer products with unique benefits, not only with exclusive features. The below example demonstrates this model very well.