The Six Biggest Pitfalls In B-To-B Branding
- Topics:
- Brand Strategy
- Tags:
- B2B,
- BrainFood Partners,
- Branding,
- Marketing
- Source:
- BrainFood Partners
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Overview: The article addresses the issue that whether branding can be applied in business-to-business environment. 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. In fact, it is applicable, for good branding is not about stirring people into irrational buying decisions. It is about communicating the benefits and value a business, service, or product provides to customers. Unfortunately, b-to-b branding is stilt in its nascent stages, and too many continue to regard it as a consumer-marketing toot or deal with it only superficially. The different pitfalls that are highly discussed are - branding is only a consumer products thing, branding is simply a name and logo, only products are branded, brands take care of themselves, branding decisions are based on purely internal perspectives, and branding is only an externally focused marketing endeavor.
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Format: PDF | Size: 57KB | Date: Aug 2001 | Pages: 2
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