New trends in B2B marketing

Abstract

There are inherent differences in the buying process and well as emotional response to the offering in the business and consumer market. Therefore there is difference in the way one can brand in the business and consumer market. In the consumer market the branding is about positioning the product/service more on the elements of brand (colour, visual appeal, etc) and creating the differentiation in the mind of the consumer and driving their preference towards the brand. While in business markets it is about creating the customer experience. Brands in business are the collection of organization character and the unquantifiable benefits it offer to its customers. Businesses have many elements through which they deliver value to the customer. Businesses will have to make sure that in all the value the brand essence is communicated. There is a three step process in which business brands can be managed. First step is aligning brand strategy with the business strategy and defining clear objectives for the brand. This is to make sure that value of branding has positive effect on businesses top and bottom lines. Second step is defining business brand. There are many alternatives to choose from, decision like corporate versus many sub brands to make. In the second step these decisions are to be made and brand is to be defined. The third step is of managing the brand. Brands need to be managed in a way to fulfil the brand promise. Therefore organizations will have to manage the communication as well as the customer experience. These two activities should be supplemented by internal brand education to make sure organizations create brand ambassadors.