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Topic : Marketing and Branding strategies
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Marketing & Branding

Posted in Job Site : SalesCult
 

Significance of Branding on B2B Marketing

Created by : Nirobin Khwairakpam, Marketing Manager(CRM), Sushrut-Adler Group  | 10 28 2009 07:10:21 +0000
Industry : HospitalsFunctional Area : Branding(Sales & Marketing)
Keywords : branding buyers are customers
Activity:  486 views;  last activity : 07 06 2010 20:18:09 +0000

Branding is a phenomenon confined to consumer products. Brand loyalty is a form of habitual, non-rational behaviour which applies to soap flakes and detergents but which has no chance of survival in the more "rational" world of serious products such as electric motors, office machinery or therapeutic drugs.

When corporations are faced with a buying need, frequently they send out a Request for Proposal (RFP). They generally do not send it to every supplier in the industry. What are the criteria they bear in mind when deciding which companies they would include on the consideration list?

 
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Branding is relevant.. Vs Branding is irrelevant....
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IF WE SCREEN 3-5 PRODUCTS BASED UPON THE BEST KNOWN PRODUCT,THEN HOW DOES BRANDING PLAY ANY ROLE, IT IS CUSTOMER BEHAVIOUR. AND PERHAPS YOUR BRAND RECALL HAS FAILED TO IMPRESS, THE IMPORTANT THING HERE IS BRAND COMMUNICATION, GENERALLY IT IS DONE WITH TARGET GROUP IN MIND. A TG WHO IS PRICE SENSITIVE, WHICH IS THE CASE IN aLL EMERGING MARKETS THROUGH OUT THE WORLD, BRAND COMMUNICATION SHOULD BE SUCH WHICH A CUSTOMER SHOULD RELATE TO...
By Prashant Bhurke, Manager, Sales and Operations, Sony Computer entertainment - Playstation  | 05 19 2010 04:24:11 +0000
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Branding helps to overcome the initial "screening criteria". You cant draw a list of 100 vendors and evaluate each and every one. You pick 3-5 best known and then evaluate. So branding is a time saving mechanism and is used to communicate at a glance certain values or traits that the brand stands for. In any B2B transaction, a number of individuals are involved - functional heads, operations, IT/technical approval, finance. Vendors need to be chosen such that all or most parties involved have a general acceptance and believe that the vendor is capable of delivering on requirements & after sales commitments. This is where marketing and branding helps to create a general awareness amongst "prospects" and portray the vendor as an expert and dependable partner. Branding at the very least helps to ensure that you get your foot in the door!
By Amit Gupta, MBA graduate in Strategic Marketing, Indian School of Business (ISB), Hyderabad  | 05 19 2010 00:58:39 +0000
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The RFP response arrives on the potential client's desk. The logo is recognisable; it represents certain values, an eminent status for good service delivery. The client is predisposed to the response before even looking at the detail. What has inspired this?
By Nirobin Khwairakpam, Marketing Manager(CRM), Sushrut-Adler Group  | 10 28 2009 07:10:21 +0000
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