b2b branding. 65.3 33.7 29.4 23.6 58.7 32.1 29.2 $ b % of b2c sales % of b2b sales legend: source:...
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B2B Branding
65.3
33.7
29.4
23.6
58.7
32.1
29.2
$ B
% of B2C sales % of B2B salesLegend:Source: Interbrand 2008
Brand Value of Top 10 Companies
Coca
Cola
Micro-
soft
57.1
IBM
51.6
GE Mc-Donald’s
Nokia Toyota
30.9
Intel Mercedes-
Benz
Disney
The Branding Triangle
Company
Collaborators Customers
General Public
Each has an influence upon the product’s brand image/definition
Importance of Brand in B2B Buying Behavior (1)
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
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 Cut the short list to finalists Final Evaluation & Choice Post-Purchase Relationship
The Role of B2B Brands
Differentiate
Increase Sales
Differentiate Marketing
Create Preferences
BrandRisk Reduction
Information Efficiency
Value Added
Secure Future Business
Create Brand Loyalty
Command Price
Premium
Create Brand Image
Branding Checklist (1) Brand Identity
Consistent brand identity to your target audience? logo, colors, designs, etc.
Brand identity accurately reflects company/product’s key attributes?
Staff understand what your brand stands for? Staff understand their role in delivering on
your brand promise? Always deliver on your brand promise? Brand identity protected?
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
Branding Checklist (2) Brand Awareness
Brand easily recognized by your target audiences?
Brand top of mind when target audiences consider purchasing?
Brand features on all relevant marketing material?
Competitive Positioning/Market Awareness
Understand your brand positioning in marketplace?
Have a competitive edge in the marketplace? 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
Branding Checklist (3)
Looking to the Future – The Process 1)Organizational structure,
operations & culture aligned with your brand values?
2)Review your brand and what it stands for each year?
3)Have systems in place to continually monitor your brand internally & externally?
Source: Nick Pauley Design Brand Check (2008) download under http://www.pauleydesign.co.uk/PD_gd_brandcheck.pdf
The Brand Customer Relationship
Publications
Tech Support
Trade shows/ Presentations
Web Site/ Web Banners
BrandProducts and
Services
Networking
Word of Mouth
Proposals
Customer Care
Innovation, R&D
Packaging
Business cards
Training
Service & Delivery
Sales Collateral
Pre-SelectionOngoing
Relationship & Referral
Purchase & Usage Experience
Publicity PR/Advertising
Sales Representative
Product Performance
Defending the Market Position
There will be imitators, so with your buyers’ organizations: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
Market sideways build relationships in other parts of the
organization to facilitate translation of current or future products within the customer organization
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