Branding in B2B Markets

Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing Science, 28(1), 128-137. Retrieved from http://link.springer.com/article/10.1177/0092070300281012

The categories of value creation on which Best Value currently relies most on are product quality, quality of the buyer seller relationship, service quality, salesperson professionalism, corporate reputation, application of technology, and price. BestValue has demonstrated, by their customer reviews, that the quality of their products exceeds their customer’s expectations. The company has also demonstrated that they have been able to develop relationships with their customers that are based on trust. This trust has been demonstrated by BestValue salesperson who explains to their customers what to expect from their products and services. Customers who have trust in a company become loyal long time customers (Blocker, 2012). The salesperson has a level of professionalism and integrity that provides value to the company. Because of the company’s quality products and their ability to leverage the professionalism of their sales team the company has built a reputation of a company that not only exceeds expectations but is a company with integrity and can be trusted. In addition to BestValue’s quality and professionalism they also offer a wide range of technology products and services at reasonable price ranges.

 A recent 3-year Business Administration Advance diploma graduate, at North Humber College, Toronto Canada. 09/14 –

School of Management, Arizona State University West, 4701 W. Thunderbird Road, Glendale, AZ 85306-4908, USA Received 25 November 2003

In partial fulfilment Of the course requirement In Management Science 1st Term, S.Y. 2012-2013 Submitted to: Dr. Dennis Berino

European Management Journal Vol. 17, No. 1, pp. 20–38, 1999 © 1999 Elsevier Science Ltd. All rights reserved Printed in Great Britain S0263-2373(98)00059-0 0263-2373/99 $19.00 0.00

Branding in a business is important as it shows the reputation of the business. The importance in the buyer’s behaviour can affect the businesses sales, as it can increase or decrease their sales. Consumers are responsible factor for the sales of any products or services, so when a new product is being released in the market, understanding consumers buying behaviour becomes very essential. The business has to study and understand the

There are some key value propositions such as value for money, thorough understanding of client business needs, nurturing customer relationships, delivering operational excellence and supporting their strategy through IT enable business solutions to give the clients the competitive advantage.

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

And trade-offs can arise for three reasons: the aim to deliver consistent value to customer, inflexible different activities

This section of Teach China’s Marketing Plan will focus in on key factors related to branding, pricing, and distribution: creation and development of the domestic and global product branding strategy; determination of optimum pricing strategy; looking at how the pricing strategy supports Teach China’s branding strategy, preparation of a distribution channel analysis, justification of opting for a push or pull strategy; an overall look at how the distribution strategy fits the product/service target market.

That value can be based on services, quality, on-time deliveries, returns management, or some combination of these. It’s what makes buyers increase their percentage of purchases from individual suppliers for the long run. This provides a double-edged benefit for suppliers: when a buyer increases its purchase of a needed material or product or goods, this not only enhances the chosen supplier’s bottom line, but also negatively impacts the competition. Further, this increased collaboration between supply chain buyer and seller leads to another valuable outcome: increased efficiencies.

Osterwalder and Pigneur (2010) describe value propositions as the “bundle of products and services that create value for a specific customer segment.” (22) This building block of a business model is essential in that it is the reason why consumers value one company over another. Value Propositions can also help organizations create customer loyalty and retention. With intense competition in markets, value propositions are an important part of a business model because it addresses competition and attempts to set the firm apart from the other choices presented to its customer base.

The CBBE model approaches brand equity from the perspective of the customer – whether customer is an individual or an organization. The CBBE model provides a unique point of view as to what brand equity is and how it should best be built, measured and managed. The power of a brand lies in what customers have learned, felt, seen and heard about the brand as a result of their experiences over time. The big challenge for marketers is to ensure that customers have the right type of experiences with their products and services. In order to do this, marketers must develop marketing programs in way that best fit into customers’ mind and linked the brand to the desire customers’ feelings,

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.