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B2B MARKETING

BRANDING STRATEGIES IN B2B

ROLL NO: 65 RASHMI SINGH PGDBM (MARKETING) SIESCOMS, NERUL

BRANDING STRATEGIES IN B2B:


A strong brand is about building and maintaining strong perceptions in the minds of customers. 1. The brand name and its associations are shorthand for everything that is being offered. 2. The product quality, the reliability of delivery, the value for money, are all wrapped up in peoples perceptions of that brand. 3. Working out what people associate with a brand is only one part of the equation. It is necessary to go a step further and put a monetary figure on those brand values.

1. For a new entrant:


When a new company enters into the B2B markets, it is very important for the new entrant to differentiate itself from the rest of the existing companies, as there is immense competition in the market. The existing companies already have their set of customers and vendors, which makes it more difficult for the new entrant to make a distinctive identity of itself and build trust, as that is the key component in any B2B operation. In order to create a distinctive position in the B2B markets, the new entrant should leverage on the following: 1. 2. 3. 4. Also, Origin of goods Process of manufacturing Companys history/background Competitive landscape Occupied spaces and white spaces Cost and quality services Global competitiveness Total Quality Management Philosophy Technology Enablers Industry Restructuring

CORPORATE BRANDING: Visually spoken the corporate brand serves as some kind of umbrella and encapsulates the corporate vision, values, personality, positioning, and image among many other dimensions.

A strong corporate branding strategy can add significant value to any corporation since it facilitates the implementation of the long-term vision and provides a unique position in the market place. It helps a company to further leverage on its tangible and non-tangible assets leading to branding excellence throughout the corporation.

2. For a new product:


When a new product is launched by an existing company in the B2B markets, it is very important that the company does its branding very carefully. The name of the company is associated with the product, which transforms it into a brand. In addition to this the following strategies should be adopted in order to make the new product a strong brand: Tagline (or Slogan)

It is an easily recognizable and memorable phrase which often accompanies a brand name in marketing communications programs. The main purpose of a slogan is to support the brand image projected by the brand name and logo. These three brand elements together provide the core of the brand. The following are the other brand building tools:

Personal Selling: In business markets it is by far more common to serve business customers directly than in consumer markets. Direct Marketing Public Relations Trade Shows and Exhibitions: Trade shows and exhibitions are of major importance in the B2B environment. They also provide customers with access to many potential suppliers and customers in a short period time at relatively low costs compared to regular information gathering methods. Customers can easily compare competitive offerings at one place. Sponsoring: Sponsorships of public events. Corporate goals for sponsorship can be: increase revenue, create a platform for developing relationships, and provide an opportunity to entertain customers in a unique environment as well as to generate benefits for employees. Advertising Sales Promotion

3. For repositioning:

When a product is launched in the market with a certain positioning and target group, its not necessary that it gives the desired results. There are times when the marketers and the companies reconsider their branding and positioning decisions and later on reposition the brands. Repositioning of brands in B2B is very different from B2C. In B2C the companies uses the IMC (Integrated Marketing Communication) tools in order to convey their messages to the customers which is mostly mass communication. On the other hand in B2B, the communication, in most of the cases is streamlined to the specific target markets and customers. The entire B2B markets, work on trust and long term relationships, thus making it mandatory for the companies to communicate the repositioning properly and accurately. This requires a high involvement with the existing and potential customers and vendors. The following methods can be adopted apart from advertising, publicity, trade shows, etc. for repositioning of the brand:
Create and actively interact with customer advisory boards. Invite

the most influential opinion leaders to participate in event. brand repositioning decision the respective goal to do so.

Create and actively interact with strategic partner boards about the Create external expert councils for all major new products as well

as for repositioning of the existing brands. Invite the most knowledgeable and influential outside experts to participate, involve them in the strategy building itself.

Hold conferences and seminars, inviting current satisfied customers,

prospective customers and internal and external industry experts. Present case studies, the latest innovations, ask the experts to speak and focus on networking. communicate the same.

Record testimonials from the most supportive customers and Develop and disseminate a portfolio of customer case studies to

reinforce specific brand repositioning benefits to specific target customers.

Develop a speakers bureau and actively orchestrate speaking engagements at key industry events conferences, trade shows, industry association meetings, etc.
Make the following people and organizations aware of the brand

repositioning and its latest accomplishments: o Industry analysts o Financial analysts


o

Resellers and other strategic partners

The organizations professional partners: lawyers, accountants, management consultants, advertising agencies, etc. Influential bloggers and podcasters in that particular category

o Trade magazine editors and writers


o

o Other opinion leaders

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