Is B2b Branding Different For B2c Branding?

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Is B2B branding different to B2C branding? Jaimee-Lee Owen - 24208752 Benjamin Flint - 25979140 Kanyi Wang - 23706481 EXECUTIVE SUMMARY: The research question in discussion in this essay is whether branding of Business to Business organisations differs from that of Business to Consumer organisations. It is often overlooked, that B2B and B2C brands are not only about very different types of decisions, but they also involve inherently different types of decision making. These decisions ultimately come down to what the buyer wants and who the buyer is – in a business to business sense, it is evident that a decision to buy is based on quite a complex set of systems and procedures, the reasons to buy are calculated and reasonable and…show more content…
This is why it’s essential for brands to get to know their markets, their buyers & the brand elements required of them, in order to build and create effective branding strategies. The following essay discusses this further. Brands were once described by Philip Kotler as things that helped people make decisions. In our current saturated markets and with the ‘paradox of choice’ being an everyday struggle, brands are the quickest and most effective tools for us to link a name to a perception of value. What we often overlook, is that B2B and B2C brands are not only about very different types of decisions but they they also involve inherently different types of decision making. There are many factors to consider when assessing whether B2C and B2B branding are similar or different. Put simply, branding for B2C opposed to B2B is inherently different. At the beginning of developing a branding strategy, the initial goal is the same; sales revenue and getting the end user to purchase your product - whether it’s business or consumer. After that, the branding and marketing campaigns will vary immensely for a variety of reasons. When assessing the similarities and differences in branding to consumers as opposed to businesses, it is important firstly, for brands to get to know their buyers. Across the board, business or consumer, the buying process starts
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