This document discusses B2B branding. It begins by defining B2B and how it differs from B2C. B2B branding requires a holistic approach and is more focused than branding to the general public due to factors like fewer customers and closer relationships. Building a B2B brand involves understanding the buying process, which can include different types of purchases and roles within the buying center. Successful B2B brands create trust and confidence among all partners in the buying process. The document also discusses guiding principles of B2B branding and potential pitfalls.

1. B2B BRANDINGB2B BRANDING
ByBy
Ashutosh AgrawalAshutosh Agrawal

2. INTRODUCTIONINTRODUCTION
• What is B2B ?What is B2B ?
• How B2B differ from B2C?How B2B differ from B2C?
• What is B2What is B2BB branding?branding?

3. ESTABLISHING A B2B BRANDESTABLISHING A B2B BRAND
• Establishing brands in a B2B environmentEstablishing brands in a B2B environment is differentis different fromfrom
branding to the general public. The role and the mechanism ofbranding to the general public. The role and the mechanism of
an industrial brand strategy have to be more focused thanan industrial brand strategy have to be more focused than
those pursued and implemented in consumer markets.those pursued and implemented in consumer markets.
• The main difference between B2B and B2CThe main difference between B2B and B2C markets can bemarkets can be
found in thefound in the nature and complexity of industrial productsnature and complexity of industrial products
and servicesand services, the nature and diversity of industrial demand,, the nature and diversity of industrial demand,
fewer customers, larger volumes per customer, and last but notfewer customers, larger volumes per customer, and last but not
least, closer and longer-lasting supplier-customer-least, closer and longer-lasting supplier-customer-
relationshipsrelationships..

4. • AA holistic branding approachholistic branding approach is required, that everything from theis required, that everything from the
development, design, to the implementation of marketing programs,development, design, to the implementation of marketing programs,
processes, and activities is recognized as intersecting andprocesses, and activities is recognized as intersecting and
interdependent.interdependent.
• TheThe buying situations of B2B companiesbuying situations of B2B companies can be broken down intocan be broken down into
three recurring types: the straight re-buy, modified re-buy, and new task.three recurring types: the straight re-buy, modified re-buy, and new task.

5. • TheThe members of the buying centermembers of the buying center can be classifiedcan be classified
according to their role in the buying decision: the user, buyer,according to their role in the buying decision: the user, buyer,
decider, and influencer. They all have to act considering thedecider, and influencer. They all have to act considering the
complex influential dimensions on and in the buying center.complex influential dimensions on and in the buying center.
• AnAn organizational buying processorganizational buying process can encompass thecan encompass the
following stages: problem recognition, general needfollowing stages: problem recognition, general need
description, product specification, search for and evaluation ofdescription, product specification, search for and evaluation of
potential suppliers, proposal solicitation and analysis, supplierpotential suppliers, proposal solicitation and analysis, supplier
evaluation and selection, order-routine specification,evaluation and selection, order-routine specification,
performance review.performance review.

6. • Interpersonal and individual factorInterpersonal and individual factor of the buying center members are humanof the buying center members are human
factors in business decisions.factors in business decisions.
• Establishing B2B brandsEstablishing B2B brands encompasses creating trust, confidence and comfortencompasses creating trust, confidence and comfort
for all partners in the buying processfor all partners in the buying process
• Even commoditiesEven commodities can be brandedcan be branded as our examples ofas our examples of AcmeAcme BrickBrick oror TataTata
SteelSteel show.show.
• Emotions in B2B BrandingEmotions in B2B Branding play a major role in business decisions, even ifplay a major role in business decisions, even if
they are easily recognizable.they are easily recognizable.

7. GUIDING PRINCIPLEGUIDING PRINCIPLE

8. TO BRAND OR NOT TO BRANDTO BRAND OR NOT TO BRAND
• Brands cannot be created over nightBrands cannot be created over night. The decision to. The decision to
brand a product, line of products, or company needs to bebrand a product, line of products, or company needs to be
based on evidence thatbased on evidence that brands do actually matterbrands do actually matter in thein the
respective area.respective area.
• The environment for establishing and managing brands isThe environment for establishing and managing brands is
complex and dynamiccomplex and dynamic.. Brand management isBrand management is
challengingchallenging – whether you are in the consumer goods,– whether you are in the consumer goods,
services or industrial products sectors.services or industrial products sectors.

9. B2B BRANDING DECISIONB2B BRANDING DECISION
• Branding is just as relevant in B2BBranding is just as relevant in B2B as it is in B2C.as it is in B2C.
Brands likeBrands like MicrosoftMicrosoft,, IBMIBM,, IntelIntel,, DellDell,, SAPSAP,, SiemensSiemens,,
FedExFedEx,, BoeingBoeing are vivid examples of the fact that some ofare vivid examples of the fact that some of
the world’s strongest brands do exist in B2B.the world’s strongest brands do exist in B2B.
• Branding is not about stirring people into irrational buyingBranding is not about stirring people into irrational buying
decisions – it is rather andecisions – it is rather an effective and compellingeffective and compelling
meansmeans to communicateto communicate the benefits and value a productthe benefits and value a product
or service can provide.or service can provide.

10. • Branding is aboutBranding is about taking something commontaking something common and improving uponand improving upon it in waysit in ways
that make it more valuable and meaningful.that make it more valuable and meaningful.
• Trusted brands actTrusted brands act as touchstonesas touchstones, offering orientation the flood of, offering orientation the flood of
information, and many other benefits and advantages to buyers.information, and many other benefits and advantages to buyers.
• A brand is much more than a productA brand is much more than a product, a brand name, a logo, a symbol, a, a brand name, a logo, a symbol, a
slogan, an ad, a jingle, a spokesperson; these are just tangible components of aslogan, an ad, a jingle, a spokesperson; these are just tangible components of a
brand – not the brand itselfbrand – not the brand itself

11. • A brand is a promise, the totality of perceptionsA brand is a promise, the totality of perceptions
• Branding should always start at the top of a businessBranding should always start at the top of a business. Building, championing,. Building, championing,
supporting and protecting strong brands is everyone’s job, starting with the CEO.supporting and protecting strong brands is everyone’s job, starting with the CEO.
• Brands do pay off.Brands do pay off. Companies with a strong brand can benefit tremendously from it.Companies with a strong brand can benefit tremendously from it.
• The most important brand functions in B2B areThe most important brand functions in B2B are increased information efficiency, riskincreased information efficiency, risk
reduction and value addedreduction and value added/image/image benefit creation.benefit creation.

12. BRANDING DIMENSIONSBRANDING DIMENSIONS
• Stop underestimating the power of brandsStop underestimating the power of brands in B2B!in B2B!
• Make a consistent impressionMake a consistent impression with all your stakeholders atwith all your stakeholders at
every single point of interaction.every single point of interaction.
• Build a strategic brand architectureBuild a strategic brand architecture that supports andthat supports and
enhances the type and nature of your company and distinguishenhances the type and nature of your company and distinguish
between Corporate, Product, and Family Branding.between Corporate, Product, and Family Branding.
• The mostThe most common brand strategy in B2Bcommon brand strategy in B2B is a corporateis a corporate
brand in combination with a few product brands.brand in combination with a few product brands.
• Ingredient BrandingIngredient Branding as a form of multi-stage branding,as a form of multi-stage branding,
becomes increasingly relevant for supplies and OEMs.becomes increasingly relevant for supplies and OEMs.

13. • TheThe major communication instrumentsmajor communication instruments in B2Bin B2B areare
Direct Sales, Direct Marketing, PR, Specialized Press,Direct Sales, Direct Marketing, PR, Specialized Press,
Sponsorships, Trade Shows and Exhibitions, Advertising,Sponsorships, Trade Shows and Exhibitions, Advertising,
Sales Promotion, and E-Marketing.Sales Promotion, and E-Marketing.
• It isIt is essential for every brandessential for every brand to implement ato implement a
comprehensive and adequate measurement system tocomprehensive and adequate measurement system to
gauge and guide brand success.gauge and guide brand success.
• It isIt is crucial to effectively communicate the values ofcrucial to effectively communicate the values of

14. • Online BrandingOnline Branding is a crucial part of B2B brand building.is a crucial part of B2B brand building.
• Building Brand through Word-of-MouthBuilding Brand through Word-of-Mouth is a common approach in theis a common approach in the
industrial world. Recently, this old fashioned method has been enhancedindustrial world. Recently, this old fashioned method has been enhanced
by Internet technology called Weblogs (blogs)by Internet technology called Weblogs (blogs)

15. ACCELERATION THROUGHACCELERATION THROUGH
BRANDING –BRANDING –
• The brand building process consists of brand planning,The brand building process consists of brand planning,
brand analysis, brand strategy, brand building, and brandbrand analysis, brand strategy, brand building, and brand
auditing.auditing.
• Brand building startsBrand building starts
• Mastering brand stability, brand leadership,Mastering brand stability, brand leadership, andand
international presenceinternational presence
• TheThe power of a brand lies in the customer mind setpower of a brand lies in the customer mind set ––

16. ACCELERATION THROUGHACCELERATION THROUGH
BRANDING –BRANDING –
• Brand analysisBrand analysis
• Branding refer to the indispensable conditions thatBranding refer to the indispensable conditions that
precede successfulprecede successful brandingbranding: Consistency, Clarity,: Consistency, Clarity,
Constancy, Visibility, and Authenticity.Constancy, Visibility, and Authenticity.
• Brand strategyBrand strategy consists of developing a strong mission,consists of developing a strong mission,
posi­­tioning, brand promise, and value proposition.posi­­tioning, brand promise, and value proposition.
• Successful brands don’t just sell products; theySuccessful brands don’t just sell products; they
communicatecommunicate clear valuesclear values stretched across a numberstretched across a number
of products.of products.
• Brand auditingBrand auditing seeks to measure the strengths andseeks to measure the strengths and
weaknesses of a brand and the overall brand portfolio.weaknesses of a brand and the overall brand portfolio.

17. SUCCESS STORIESSUCCESS STORIES
Case Principle
FedEx
From a House of Brands to a Branded House
“How FedEx communicates one brand promise in B2C
and B2B in several businesses.”
Samsung
Leveraging the brand from B2C to B2B
“How to successfully leverage B2C brand strength to B2B
business.”
Cemex
Dual branding to create brand equity
“Cemex dual branding concept of branding for B2B clients
and individual branding for B2C clients with specific
country needs.”

18. SUCCESS STORIESSUCCESS STORIES
Case Principle
Successful turnaround through brand communications
“Strengthening IBM brand by an integrated marketing communication
approach.”
IBM
Siemens
Branding for cross-selling initiatives
“Effective and efficient brand communication of Siemens’ cross-business
activities.”
Lanxess
Brand communication of a spin-off
“Successful build up of brand positioning and alignment of communication
activities to lead the business into independence.”
Lenovo
Building a global Brand from China
“Leveraging the excellent reputation on quality and services of IBM’s PCs to
Lenovo’s own brand.”
Branding steel based on customer focus

19. BRANDING PITFALLSBRANDING PITFALLS
• Branding in general is a delicate matter.Branding in general is a delicate matter.
Branding in B2B can be even more delicate ifBranding in B2B can be even more delicate if
one doesn’t understand what it is all about.one doesn’t understand what it is all about.
There are some general pitfalls generated byThere are some general pitfalls generated by
common misunderstandings related tocommon misunderstandings related to
branding.branding.
• Brands are just as fragile as they are profitableBrands are just as fragile as they are profitable
if well managed.if well managed.

20. BEWARE OF BRANDING PITFALLSBEWARE OF BRANDING PITFALLS
• Pitfall No. 1:Pitfall No. 1:
A Brand Is Something You OwnA Brand Is Something You Own
• Pitfall No. 2:Pitfall No. 2:
Brands Take Care of ThemselvesBrands Take Care of Themselves
• Pitfall No. 3:Pitfall No. 3:
Brand Awareness vs. Brand RelevanceBrand Awareness vs. Brand Relevance
• Pitfall No. 4:Pitfall No. 4:
Don’t Wear BlindersDon’t Wear Blinders
• Pitfall No. 5:Pitfall No. 5:
Don’t Let Outsiders Do Your JobDon’t Let Outsiders Do Your Job