دانلود رایگان مقاله انگلیسی ارزش برندینگ کسب و کار به کسب و کار - امرالد 2018

Abstract

This chapter presents a short overview of core branding values and provides a description of how to capture them in a business-tobusiness (B2B) context. However, the reader should keep in mind that the value of branding is a broad term consisting of different aspects, which makes it challenging to capture and present them all in one chapter. For this reason, the authors have chosen to introduce diverse facets of brand identity and image, customer values, and sustainability issues, which are part of the core values of branding in a B2B context. These issues are also elaborated in more detail in Chapters 2, 5, and 10. In addition, the authors present brand-building tools for managers, such as personal selling, direct marketing, public relations, trade shows and exhibitions, as well as advertising and sales promotion. Finally, the applicability of these tools is demonstrated through the practical example of Axel Technologies and their Fuugo service.

1.4. Discussion of the Findings and Conclusions

As already discussed, B2B branding is still an under-researched phenomenon of industrial marketing. For a long time now, business marketers have been heavily influenced by the belief that there is no place for branding in the B2B context (Leek & Christodoulides, 2011). Due to this, the actors in the industry seldom advertise themselves to their buyers and only focus on improving or maintaining the functional benefits of a product or service (Kotler & Pfoertsch, 2006). Because of this, the branding perspective has for some time and to a certain extent been forgotten or thought to be unimportant in the B2B market. Regardless of this attitude, time and industry conditions have changed, and businesses today consider branding to be more important. In today’s fast-changing environment, companies need to differentiate from their competitors in some way. However, due to market competitiveness this is harder to do and more complex in a B2B context, where there is often none or little room for differentiation of the actual products or services companies offer. This is why branding in the B2B context, both on an organizational and on product level is important. Traditionally in a B2B context, the most important aspect of branding are tangible issues such as the price or quality of the product.