Is B2b Branding Different For B2c Branding?

2674 Words Apr 23rd, 2015 11 Pages
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
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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 with identifying a need. Needs, however, are the most significant difference between B2B and B2C buyers so it’s important for brands to recognise these differences. Consumer buyers have relatively simple needs, whereas those of Business buyers are more complex. The direct interaction between businesses and consumers are usually quick and shallow. It’s quite the opposite in the business to business world – where needs are much more complicated, their life cycles are longer (Murphy, 2007) and the needs of the business buyer is also directly related to the needs of their own customers. This means

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