The Six Biggest Pitfalls in B-to-B Branding

Topics:
Brand Management
Tags:
B2B,
Branding,
E-business/E-Commerce,
Internet,
Marketing
Source:
Interbrand

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Overview: Is branding applicable in a business-to-business environment? After all, businesses use a rational decision making process in buying based on quality, features/functionality and price. Yet, a common view holds that branding is a touchy, feely consumer thing based on emotional associations fueling buying decisions to help the organization avoid the six biggest pitfalls in b-to-b branding. The article starts with the statement that good branding is not about stirring people into irrational buying process. It argues that the fact, which considers branding to be a consumer product thing, is not true. Read the article and learn to make a foolproof Branding module.

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Format: PDF | Size: 57KB | Date: Aug 2001 | Pages: 2

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