This document summarizes research on the effect of corporate branding on industrial and organizational purchasing. It contains the following key points:
1) Corporate brands play an important role in business-to-business (B2B) purchasing decisions, influencing factors like recall, comparisons, specifications, and relationships between buyers and sellers.
2) In new purchasing tasks, corporate brands that are top-of-mind are often included in initial specifications. In straight re-buys, past brand performance builds confidence. In modified re-buys, brands must convince buyers that requirements can still be met.
3) Multiple stakeholders are involved in B2B purchasing including initiators, influencers, decision makers, and users.
In this study, the relationship between reference marketing and brand reputation, which is an
important marketing tool for companies, with industrial customer behavior is examined. In addition, the
mediating role of brand reputation in the effect of referral marketing on behavioral intentions was investigated.
A sample size of 207 people was determined by using the "purposive sampling" method, one of the
nonprobability sampling methods. While evaluati
In this study, the relationship between reference marketing and brand reputation, which is an
important marketing tool for companies, with industrial customer behavior is examined. In addition, the
mediating role of brand reputation in the effect of referral marketing on behavioral intentions was investigated.
A sample size of 207 people was determined by using the "purposive sampling" method, one of the
nonprobability sampling methods. While evaluati
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory Building brand awareness is essential for building brand equity. It includes use of various renowned channels of promotion such as advertising, word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create reliable brand image, slogans and taglines. The brand message to be communicated should also be consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand.
Branding begins with the consistency of presentation that becomes the identity of a company. This session comprises deep study of business to business branding.
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
Importance of Perceived Brand Ranking for B2B Customers in Making High Risk P...IOSRJBM
Brand Building and Brand promotions are undoubtedly means of generating large revenues in today’s B2B industrial market. However, due to globalization and access to multiple information data base, the organizations with equal brand equities and brand image exists in the Industrial segments. Therefore, it become extremely difficult for the Buying Center in B2B segment to arrive quickly on the purchasing decision. Therefore, in today’s intense marketing era, a deliberate attempt is needed to improve the perceived Brand Ranking in the minds of buying center. Strong brand ranking thus has become a very important factor that influences customer perceptions of a brand. In the success of Brand Management, Brand ranking is gaining significant importance alongwith brand equity from understanding and managing them correctly. Today’s marketing professionals need to pay deliberate attention to Brand ranking so as to produce strong attributes that will influence customers when making their choices.This research paper focuses on the importance brand ranking and how it is being perceived by B2B customers while making purchasing decision. This is based on the assumption that the other dimensions such as brand promotions, brand equity are at the same level and the customers knowingly and unknowingly makes a comparison based on the rank of the brand.However, this research paper aims to find out if the perceived financial and business risks in the minds of the members of buying center significantly impacts the perceived Brand Ranking. Brand awareness was treated separately from other dimensions because of the difference in scale.A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only eightytwo questionnaires were received out of which seventy six has been realized. The study surveyed four dimensions of perceived risk, value proposition, brand Imageand brand ranking of two top brands in lubricants. Among these dimensions, brand image appears to have the least brand ranking rating by consumers than the other dimensions. However, all these dimensions more or less influence the perceived brand ranking by the customer.
Brand Recall in of Color Coated Roofing Sheet Market of Bangaloreijsrd.com
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition. Common market research usage is that pure brand recall requires "unaided recall". Brand awareness is the probability that consumers are familiar about the life and availability of the product. It is the degree to which consumers precisely associate the brand with the specific product. It is measured as ratio of niche market that has former knowledge of brand. Brand awareness includes both brand recognition as well as brand recall. Brand recognition is the ability of consumer to recognize prior knowledge of brand when they are asked questions about that brand or when they are shown that specific brand, i.e., the consumers can clearly differentiate the brand as having being earlier noticed or heard. While brand recall is the potential of customer to recover a brand from his memory when given the product class/category, needs satisfied by that category or buying scenario as a signal. In other words, it refers that consumers should correctly recover brand from the memory when given a clue or he can recall the specific brand when the product category is mentioned. It is generally easier to recognize a brand rather than recall it from the memory Building brand awareness is essential for building brand equity. It includes use of various renowned channels of promotion such as advertising, word of mouth publicity, social media like blogs, sponsorships, launching events, etc. To create brand awareness, it is important to create reliable brand image, slogans and taglines. The brand message to be communicated should also be consistent. Strong brand awareness leads to high sales and high market share. Brand awareness can be regarded as a means through which consumers become acquainted and familiar with a brand and recognize that brand.
Branding begins with the consistency of presentation that becomes the identity of a company. This session comprises deep study of business to business branding.
A PROJECT REPORT
ON
“SIGNIFICANCE OF BRAND:
JAGUAR”
PREPARED BY:
JITENDRA RAMESH SANGLE
PROJECT GUIDE:
PROF. RAJEEV DEO
BRIHAN MAHARASHTRA COLLEGE OF COMMERCE, PUNE- 04
(A PROJECT REPORT SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF BACHELOR OF BUSINESS ADMINISTRATION DEGREE COURSE BY UNIVERSITY OF PUNE)
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Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
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➢FreenBecky 1st Fan Meeting in Vietnam
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➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
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2. 90 Bayavanda Chinnappa and Karunakaran / Journal of Management Research and Analysis 2021;8(2):89–92
B2B space involves various agencies playing their role
to perfection during purchase process. How the brand
influences the initiator, influencer, decision maker, gate
keeper and the user department over the buy-grid is
important and attempted. A buy-grid in the B2B space and
the effect of brands is depicted inTable 1.
4.2. Influence of brands: ‘New Task’
Take the case of a new task; the purchase activities
include drawing up of specification for the required raw
material, part or machinery in detail along with the approved
makes (very essential if it is an accredited company
or organization). Once the specifications are drawn, the
inquiries are sent to the approved vendors soliciting their
quotations. After receipt of the offer from the vendors the
valuation process starts. The detailed technical analysis to
check the compliance or otherwise with the specification
is done. Any deviation if found would be loaded in terms
of the rupee value and finally the price of the offered
item is arrived. Among the vendors who have offered and
are subjected to this exercise the ‘L1’ (lowest bidder) is
favored with the purchase order. In the whole exercise
the brand subtly but surely plays a predominant role. The
initiator only recommends ‘the top of the mind’ recall
brand as his preferred choice.2 The influencer chips in
and also contributes his/her share regarding the brand. The
gatekeeper is an important person in the buyer behavior
and has to be handled with care. Niceties, Pleasantries
and other Sales Promotional activities, apart from Brand
reinforcement activities are a must.
The marketing personnel of the vendor company should
have met with these ‘important persons’ at regular intervals,
kept them in good humor and spirits. Only then would
he/she utter the name of your brand and, only then would
he recommend your brand. The decision maker is rational
and scientific in his approach. He indulges in a series of
activities of comparison and reference checks, keeping at
the backdrop the ‘top of the mind’ recall brand.3 The
user department would have the last laugh since he would
have indicated his preferred choice of brand. The marketing
personnel of the Vendor Company have his task defined and
cut out. The integrated marketing communication activity
as applicable to B2B space should be deployed. Letters of
appreciation from existing users and instances of prompt
service rendered along with regular up-dates on innovation
and development augments the promotion campaign thereby
ensuring that the brand is retained as the top of the mind
recall brand.
The visible ground efforts of brand promotion require
the air cover of advertising. In the B2B space the typical
brand promotion activity would include technical mailers
and in-house bulletins along with data sheets, mailed
regularly to the customers/prospects. Complementing, this
is the personal selling activity. The Sales Executive or the
Regional Manager or even the Big Boss make courtesy calls
to check the level of customer satisfaction in case of existing
customers for repeat purchases. In the case of prospects, this
will lead to reinforcement of the brand offering and aides
recall. Conduct of In-House Seminars and participation in
Trade Fair and Exhibitions also helps build brands in the
B2B space.
4.3. Influence of brands: Straight re-buy
The adage “once a customer always a customer” belies facts
if brands fail to deliver. Across the domains this picture
prevails. In the B2B sphere the customers are concentrated
and few in numbers. The incidence of repeat purchase is
high. The players in the purchase process are influenced
to a large extent by the pre-sales activity ‘during the sale’
activity and post-sale activity of marketing efforts of the
suppliers. Complementing these efforts is the ‘Brand’. The
brand instills confidence in the minds of the user and the
decision maker.4 The brands spell quality and performance
which has since been experienced. It is known that the brand
is a promise to be delivered. If the delivery has occurred
the brand is reckoned as a Power brand. Delivery and
promise in the case of B2B includes such diverse parameters
as compliance to specifications, output deliverable and
performance measurements.
4.4. Influence of brands: Modified re-buy
This scenario occurs only when there are major or minor
changes in the specifications of the end-user/ultimate
customer requirements. This is translated by the immediate
or intermediate customer to the supplier. The supplier in
turn checks into the required specifications to see if the
requirements can be met in totality and if so what the
implications on the cost parameter are.5 The brands play a
powerful and dominating role in persuading the customer
towards the offerings. The alternatives if any should not
be in the scope of consumers’ mind set.6 The previous
use experience (product performance and service offerings)
augments the incidence of a brand being re purchased.
Modified re-buy occurs in the B2B space for anyone of
the following:
1. Where the customer increases the scope of supply thus
warranting a change in the specifications.
2. Compliance to norms of geopolitical, politico-social
and cultural nature results in changes in the original
specifications. Recent example of this could be the
Harley Davidson fiasco. On its wish to enter the
Indian markets they have run into rough weather
due to the emission norms. They have requested the
Government of India, Ministry of Environment to
waive the emission norms calling the Motor cycle a
highway Motor cycle.
3. Bayavanda Chinnappa and Karunakaran / Journal of Management Research and Analysis 2021;8(2):89–92 91
Table 1: Effect of branding over various buying situations and phases
Phases New Task Modified Re buy Straight Re buy
1.Problem Recognition Anticipate Problem: use
advertising and Creative sales
people to convince buyers of
Problem-solving Capablities
In supplier: maintain
quality/service standards: out
supplier: watch developing
trends
In supplier: maintain close
relationship with users and
buyers: out supplier: Convince
firm to Reexamine alternatives
2. Solotion determi-nation Provide technical as-sistance and
infor-mation
In supplier and out supplier:
stress capa-bility, reliability,
and Problem-solving
capabilities
Same as Phase 1
3.Determining needed
item
Provide detailed product/service
information to decision makers
Same as phase 2 Same as phase 1
4.Searching for and
qualifying supplier
In supplier: maintain
dependability: out supplier
demonstrate ability to perform
task
In supplier: watch for problem:
out supplier: demonstrate
ability to perform task.
Same as phase 1
5. Analyzing proposals Understanding details of
customer problem/need: make
timely proposals.
Understand details of customer
problem/needs: make timely
proposals.
Make timely proposals.
6. Effect Branding Aides Recall Search for alternate
Brands. Influence of Word of
mouth if any.
Reinforces and Aides Recall
No search for alternate brands
since use-satisfaction
prevails.-Otherwise search for
alternate brands
Reinforces and Aides Recall
No search for alternate brands
since use-satisfaction prevails
Otherwise search for alternate
brands
3. Reduction in the scope of supply due to paucity of
funds or any reasons. Again the earlier use experience
dictates the behavior of the re-purchase activity. Brands
only augment the positive effects. Similarly, negatives
if any will also diminish the brand re-call. The
manner in which. The modifications are handled by
the marketing personnel of the supplier company also
determines the “re-call or otherwise” of the brand.
5. Conclusion and Recommendations
The recommend strategies would facilitate organizations in
its brand building exercise.
1. Point of Entry: In many product categories, there
are nonusers who are likely to enter the category
coincident with some life stage or life event.
2. Personalized Integrated Marketing Communications:
A tailor made and exclusive marketing plan is drawn
up similar to Key Account Management — KAM.
Specific Key Accounts are chosen and ear-marked
to be ‘pampered’ especially by top big-wigs of the
supplier company.
3. Life-cycle: Unlike the various stages in the Product
life-cycle a Brand is evergreen, meaning that the brand
remains to stay in spite of the product going obsolete.
4. Brand intimacy: A brand that has customer intimacy
as its primary means of deliberating value is integrated
into the minds and behavior of its customers. Instead of
merely selling a brand, customer intimate brand offers
a solution to buyers’ problems and thereby forges a
close relationship with buyer.
6. Source of Funding
None.
7. Conflict of Interest
None.
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Author biography
T Bayavanda Chinnappa, Assistant Professor
N Karunakaran, Principal and Research Guide in Economics
4. 92 Bayavanda Chinnappa and Karunakaran / Journal of Management Research and Analysis 2021;8(2):89–92
Cite this article: Bayavanda Chinnappa T, Karunakaran N. Effect of
corporate branding on industrial and organizational purchasing. J
Manag Res Anal 2021;8(2):89-92.