Is B2b Branding Different For B2c Branding?

Branding and Situation Management Branding is one of the most important aspects of any business structure. Your brand is meant to increase the competiveness against your company. “your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates

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.

Brand identity can be said to be an insider’s perception of the brand manager’s decisions of what he wants to communicate to its actual and potential customers. However, in a long while, a product’s brand identity may require, generating new attributes from consumer’s perceptions and not necessarily from the company’s marketing communication it provide

1. What is a brand? Why does Unilever want fewer of them? According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

2.1 Brand Salience It has been acknowledge (Romaniuk & Sharp 2004) that Brand salience can be defined as the propensity of the brand to be thought of by buyers when they are in a buying situations. A brand awareness strategy depends on how well known the brand is, Brand Salience is forming image to refresh their memory about the brands that can linked to consumer mind as well as the quantity and quality of the cue to brand links (Olson & Peter 2005), it is very important that consumer can connect to their mind as many cues as possible . The level of consumers’ brand awareness necessary to induce purchase varies depending on how and where they make their purchase decision for that product category or form. The brand attitude is focus on evaluating the brand, according to Schiffman and Kanuk (2007) “attitudes are relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising, the internet, and various forms of direct marketing”

Branding Branding is a tool to make the goods of one producer different from another producer (Keller, 2003). Carroll (2008) asserts that branding is a sign of quality, and it is helpful to increase

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

In Business-to-Business (B2B) environments, many firms focus their branding activities on the spreading of their brand name and logo without creating a more comprehensive brand identity. Thus, the creation of brand awareness is an important goal in many B2B branding strategies. (Homburg 2010)1

Products & Brands (sections 1-3): Tinned tomatoes (Hunt's) and Jewelry (eBay)" "Place (section 4): Tinned tomatoes (Hunt's) and Jewelry (eBay)" Abstract Brands play an important role in our lives. Brand-based differentiation and branding are very powerful means for sustaining and creating competitive advantage. We, the consumers, form relationships with the brands just like we form relationships with our loved ones around us. The relationships formed between brands and consumers mirror the consumer's social relationships. The brands start behaving like socialized members and they have to act according to the rules of the respective society. The marketing and distribution strategies of the brands greatly support the development of the bond between brands and consumers. This essay is supports the idea of Susan Fournier (1998) that consumers have relationships with brands.

Differences in Marketing for B2C and B2B Sites March 27, 2006 Differences in Marketing for B2C and B2B Sites Introduction Marketing in an electronic-business/commerce (e-business/e-commerce) arena today is truly no different than the ole ‘brick and mortar' business. Business-to-business (B2B) and business-to-consumer (B2C) sites need to have a crafty approach to implement marketing strategies and develop an effective marketing plan to reach the intended (targeted) market. Thus, the mixing or blending of the four Ps (product, place, price, and promotion) in such a way to attain both the business and target market's goals and objectives is the key to success. The correct marketing mix, or blend, will help both a B2B or B2C site

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

10 EFFECTIVE STEPS TO CREATE A GREAT BUSINESS BRAND FOR YOUR COMPANY INTRODUCTION In a dynamic and increasingly competitive market, most businesses, from coffee shops to international automobile manufacturers , are constantly engaged in a battle to win new customers and keep old customers. To prevail against the opposition, companies aim to stand out by developing quality products or services, offering irresistible value proposition and building a unique business identity. At the core of the companies that thrive, there is always a successful brand.

Everywhere you look, you see a company’s branding; its’ in social media, its’ online, its’ on television, its’ on billboards, and its’ in magazines, etc., commonly one of the most overlooked sources of a company’s competitive advantage is their brand. There is more to branding than just the advertising

Traditionally, B2C versus B2B was often defined as business marketers being more sensitive to price, customer loyalty and working business relationships while B2C marketers tried to create excitement for their products through emotional connections. While this definition remains true, the lines are blurred because B2B companies now use B2C techniques, social media and heightened user experiences to nurture long-term business relationships. The goal of a savvy business marketer is to generate an emotional response for the

Methodology Literature Review Abdullah Almarzuqi Central Michigan University Introduction Consumer’s decisions are mainly influenced by how well they know the product. The appearance of the product too influences the consumer’s choice and behavior. This makes the firms to use branding as a way to increase customer’s awareness on their products. Branding is tending to be inevitable for the firms these days. Branding has a great influence on consumer’s decisions. Firms are getting a greater challenge to ensure that they continuously remain up to date when it comes to different forms of advertisement and marketing strategies. This ensures that they acquire consumer’s loyalty, increase the market share of their brands and increase the volume of their brands they sell. In my research, I will use interview as a methodology that I can use to get more information from the consumers. I will use interviews to conduct research to come up with a summary of how well branding impacts the decisions of a consumer.