B2B Branding
Brand Value of Top 10 Companies
$B
65.3
58.7
57.1
51.6
33.7
32.1
30.9
29.4
29.2
23.6
Coca
Cola
Legend:
Micro
-soft
IBM
GE
% of B2C sales
Nokia
Toyota
Intel
% of B2B sales
Mc- Mercedes- Disney
Benz
Donald’s
Source: Interbrand 2008
The Branding Triangle
Company
General Public
Collaborators
Customers
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
Secure Future
Business
Create Brand
Loyalty
Differentiate
Marketing
Differentiate
Brand
Risk Reduction
Information Efficiency
Value Added
Increase
Sales
Command
Price Premium
Create Brand
Image
Create
Preferences
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
Publicity
PR/
Advertising
Business
cards
Innovation,
R&D
Networking
Trade shows/
Presentations
Ongoing
Relationship &
Referral
Pre-Selection
Word of Mouth
Web Site/
Web Banners
Brand
Products and
Services
Publications
Tech Support
Proposals
Purchase & Usage
Experience
Customer
Care
Sales
Collateral
Service &
Delivery
Packaging
Training
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