The Case for B2B Branding: Pulling Away from the Business-to-Businnes Pack

Catherine, W., Tat Pui, L. and Henrik, U. (2011) The Roles of Branding for a Brand Entering

What position does branding hold in the minds of the customers compared with competition? Branding is a strategy used by marketers to differentiate products and companies in order to build economic value particularly for the consumer and the brand owner. A strong brand in most cases inspires customer loyalty that leads to high sales of products. Given that, Microsoft that represents a series of owns Xbox One video games has introduced the strategy of branding in order to remain viable in the market.

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

Q. A: Critically analyse Apple’s approach to branding and marketing communications using concepts from B825 units five (branding) and six (communications). (20 marks)

Ask the average case-bred business school student about revolutionary marketers, and you'll most likely hear about Amazon, Dell, and perhaps Saturn—all companies that turned industries on their ears by dumping the conventional business model and taking an entirely different approach. Some might mention IBM or Intel, two companies that transformed their businesses and successfully resuscitated their brands. But there's a new case on the block, one so inspiring it may match the popularity and instructional value found in these other notable examples.

Branding is not just a corporate identity program that promotes continuity of messages delivered to the consumer. It is more than logos or product lines or even products. A brand is the result of managing a number of elements, such as marketing, sales, distribution, product quality and others in order to create an emotional connection with consumers. Marty Neumeier (2005) defines a brand as "A person’s gut feeling about a product, service or company. Therefore, positioning is the vehicle used to establish a preference to a company’s brand relative to competitive offerings, based on the perceived uniqueness and significant difference. Branding, therefore, promises a good user experience.

Strategic Brand Concept-Image Management Author(s): C. Whan Park, Bernard J. Jaworski, Deborah J. Maclnnis Source: The Journal of Marketing, Vol. 50, No. 4 (Oct., 1986), pp. 135-145 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/1251291 . Accessed: 05/05/2011 16:31

This report will explain how Intel has developed a mechanism to align its branding and marketing strategy with those of clients in the home and office market computing sector. Intel’s use of an integrated co-branding

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.

Post-Graduate Programme in Management (PGPM): 2011-13 (PGPM 2011-2013 Batch) Term: V (Sep 2012 – Dec 2012)

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 that a company does or the catchy names they attach to their products. The value of a company’s brand is derived from the value the brand holds for its consumers. On one hand, branding can be extremely difficult to obtain and very expensive to establish, on the other hand, branding can be very delicate and easy to demolish. This mini concept paper will discuss my topic, the theoretical framework, the research question(s), the literature

One area in which brand marketing is important is the area of customer experience. According to Rooney (2013, p.2) brand experience is an increasing level of recognition of people interested in design and fashion. Rooney continues by saying that brand experience creates the biggest network of customer across the global scale (Rooney, 2013, p.1). Another support from Wilson (2013, n.p), people tend to purchase with corporation they are intimate with. This means if your branding is strong and easy to be recognized, people will more likely purchase your goods and/or service. Another concept from him is the concept of ‘business DNA’. In branding, business DNA is quite similar to a notification or a pop-up alert from your company in customer’s perspective. You can tell your

Branding became an important aspect in identifying consumer good and products. Not only does it help with recognizing what products we are looking for, it also draws us more into buying that particular product. In order for companies to make their profits, they need to look for ways in which they can enhance their marketing tools. Branding is in many ways a form of advertisement. It is a way for a consumer to recognize the type of goods they are buying. If it weren’t for the development of branding, we wouldn’t have all the jobs in the design industry like we do now. In many ways branding developed what the meaning of graphic design is.

From the past two decades, the most complex issue concerned with B2B marketing is B2B branding that has received little attention of the

Successfully building an appropriate brand for a company does more than merely provide an appealing design, picture and slogan for a consumer to view. It provides a value that which is necessary to obtain in order to stay competitive in most industries in modern day society. This is both valid in Business to Consumer (B2C) marketing and Business to Business (B2B) marketing. The approach and importance of successfully branding ones service or product both tangible and intangible through B2C and B2B are similar, but also do have key differences. In this report, we will discuss the advantages of building a strong brand name and image, risks, and some techniques.