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Ch. 13: Business to Business Branding

Ch. 13: Business to Business Branding. Brand Value of Top 10 Companies. Exhibit 13-1. 65.3. $ B. 58.7. 57.1. 51.6. 33.7. 32.1. 30.9. 29.4. 29.2. 23.6. Mercedes Benz. Intel. Toyota. GE. Coca Cola. Nokia. Mac- Donald’s. Disney. IBM. Micro-soft. Legend:. % of B2C sales.

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Ch. 13: Business to Business Branding

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  1. Ch. 13: Business to Business Branding

  2. Brand Value of Top 10 Companies Exhibit 13-1 65.3 $ B 58.7 57.1 51.6 33.7 32.1 30.9 29.4 29.2 23.6 Mercedes Benz Intel Toyota GE Coca Cola Nokia Mac- Donald’s Disney IBM Micro-soft Legend: % of B2C sales % of B2B sales Source: Interbrand 2008

  3. Brand Risk Reduction Information Efficiency Value Added Differentiate Increase Sales Differentiate Marketing Create Preferences Secure Future Business Create Brand Loyalty Command Price Premium Create Brand Image The Role of B2B Brands Exhibit 13-2

  4. Company General Public Customers Collaborators The Branding Triangle Exhibit 13-3

  5. Branding Checklist (1) Brand Identity • Are you conveying a consistent brand identity to your target audience? (logo, colors, designs etc) • Does your brand identity accurately reflect the company/product’s key attributes? • Does your staff understand what your brand stands for and their role in delivering on your brand promise? • Do you always deliver on your brand promise? • Is your brand identity protected – do you have a set of guidelines on how the various brand elements should be used? Source: Nick Pauley Design Brand Check (2008) download under http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

  6. Branding Checklist (2) Brand Awareness • Is your brand easily recognized by your target audiences? • Is your brand top of mind when your target audiences consider purchasing? • Does your brand feature on all relevant marketing material? Competitive Positioning/Market Awareness • Do you understand your brand positioning in the marketplace? • Do you have a competitive edge in the marketplace? • Are you aware of potential opportunities in the market? Source: Nick Pauley Design Brand Check (2008) download under http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

  7. Branding Checklist (3) Looking to the Future – The Process • Is your organizational structure, operations and culture aligned with your brand values? • Do you review your brand and what it stands for each year? • Do you have systems in place to continually monitor your brand internally and externally? Source: Nick Pauley Design Brand Check (2008) download under http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf

  8. Packaging Sales Representative PR/ Advertising Publications Technical Support Trade shows/ Presentations Web Site/ Web Banners Brand Products and Services Networking Word of Mouth Proposals Customer Care Innovation, R&D Product Performance Business cards Training Service & Delivery Sales Collateral Pre-Selection Ongoing Relationship & Referral Purchase & Usage Experience Publicity The Brand Customer Relationship Exhibit 13-5

  9. CAT Footwear Exhibit 13-7

  10. Importance of Brand in B2B Buying Behavior A recognized brand name with positive customer perception has advantage at all stages of decision making • Determine that a need exists • Determine product specifications • Acquire solution providers • Cull the bids/proposals to a short list • Evaluate the short list, or get revised proposals/bids

  11. Importance of Brand in B2B Buying Behavior (2) “A recognized brand name with positive customer perception has advantage at all stages of decision making” • Cut the short list to finalists • Presentations • Final evaluation and choice • Post purchase relationship

  12. How do Manufacturer’s Brands Become Standard? • First with New Technology • Being Best with Service • Innovating to meet the need

  13. Defending the Market Position There will be imitators: • Market up — build relationships with management above the influencers to reinforce the decision process • Market down – build relationships with the lower level users of the product or service • Market sideways – build relationships in other parts of the organization to facilitate translation of the current or future products within the customer organization

  14. Sales-promoting from the Ingredient supplier to the final customer Sales-promotion to the B2B Customer Supply-push Demand Supply Incentives to demand creation at the B2B customer Pull Demand pull Push Incentives for the demand creation of a certain ingredient in the final product Supply-push Demand Supply Incentives for demand creation at the final customer Push and Pull by InBranding Exhibit 13-8 Ingredient- Producer Final Product Producer OEM Final User Kotler/Pfoertsch (2006)

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