Branding begins with the consistency of presentation that becomes the identity of a company. This session comprises deep study of business to business branding.

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Business To Business Branding

2. Introduction
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 Business-to-business (B2B) describes commerce transactions between
businesses, between a manufacturer and a wholesaler, or between a wholesaler
and a retailer.
 B2B branding is a term used in marketing.
 B2B is also used in the context of communication and collaboration.

3. Business to Business model
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4. Factors affecting B2B branding
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 Internal
 External
 Customer relationship
 Environmental

5. Differences between B2B(Business to
Business) and B2C(Business to
Consumer)
 In B2B there are usually committees of people in an organization and each of
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the members may have different attitudes towards any brand.
 Since there are more people involved in the decision making process and
technical details may have to be discussed, the decision-making process for
B2B products is usually much longer than in B2C.
 A strong B-2-B brand will reduce the perceived risk for the buyer and help to
sell the brand.

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 Companies seek long-term relationships as any experiment with a different
brand will have impacts on the entire business. Brand loyalty is therefore
much higher than in consumer goods markets.
 While consumer goods usually cost little in comparison to B2B goods, the
selling process involves high costs.
 Not only is it required to meet the buyer numerous times, but the buyer may
ask for prototypes, samples and mock ups.
 Such detailed assessment serves the purpose of eliminating the risk of buying
the wrong product or service.

7. Advantages
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 It can efficiently maintain the movement of the supply chain and the
manufacturing, procuring process.
 It can automate corporate process to deliver the right product and cost
effectively.
 It become the largest value sector of the industry with in a few years.
 It is the fastest growing E sector.

8. B2B communication
 Business to business communication is also used in the context of
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communication & collaboration.
 There are different methods which employee used to connect with each other.
 When communication is taking place it is known as B2B communication.

9. Focus areas in B2B branding
 Brand architecture : How best-practice organizations balance and manage
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corporate, divisional, and product brands and leverage brand equities, across
the organization
 Cobranding: How business-to-business organization build brand value
through initiatives such as ingredient branding, licensing, composite branding,
and sponsorships
 Development of the brand-value proposition or brand promise : How
business-to-business firms use tools and processes to distil the brand to its
essential values and articulate a memorable and compelling brand promise to
external and internal audiences
 Measuring success : how organizations monitor brand equity and determine
the return on investment of their branding activities

10. Top B2B brands
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Thank you