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Bernard Szlachta at 18:11, 15 September 2014
2014-09-15T18:11:55Z
<p></p>
<p><b>New page</b></p><div>[[Category:Brand Management|01]]<br />
[[Category:Private]]<br />
<slideshow style="nobleprog" headingmark="。" incmark="…" scaled="true" font="Trebuchet MS" ><br />
;title: B2B Brand Management<br />
;author: Bernard Szlachta (NobleProg Ltd)<br />
</slideshow><br />
<br />
== Brand as an asset …。 ==<br />
What can you do with Brand?<br />
* Mortgage<br />
* Sell it<br />
* Add existing product to the brand<br />
<br />
== Pure B2B Brands…。 ==<br />
* Name a couple of B2B brands only...<br />
* Boeing<br />
* Oracle<br />
* SAP<br />
* Goldman Sachs<br />
<br />
== Mixed B2B + B2C Brands…。 ==<br />
Name a couple of brands which are present in B2B and B2C markets...<br />
* Microsoft<br />
* IBM<br />
* Intel<br />
* Lenovo<br />
* HSBC<br />
<br />
== What is branding?…。 ==<br />
:Branding is about taking something common and improving upon it in ways that make it more valuable and meaningful<br />
(A New Brand World, Scott Bedbury)<br />
<br />
<br />
== What does the brand do?…。 ==<br />
* facilitate the identification of the offering<br />
* differentiate the offering from the competition<br />
* guarantee quality and performance<br />
* avoid overload of information<br />
* simply decision-making process<br />
<br />
== Who is the brand for?…。 ==<br />
* Q: who is the target audience for the brand?<br />
* reach all stakeholders (employer brand, supplier brand, investor brand, etc...)<br />
<br />
== Brand Characteristics…。 ==<br />
* What are characteristics of a brand?<br />
* emotional<br />
* a promise<br />
* perceptions<br />
* based on past experiences, associates and future expectations<br />
* short-cuts for attributes, benefits, believes and values<br />
<br />
== Sales revenue and branding 。==<br />
* Does Branding increase sales revenue?<br />
* Short term - no<br />
* Long term - yes<br />
<br />
<br />
<br />
== B2B vs B2C 。==<br />
* Complex (often technical) vs Simple<br />
* Components/Capital vs end product<br />
* Derived Demand (pulled by consumers vs Consumer Demand<br />
* International vs Local<br />
* Organization Buying vs Direct Purchuse<br />
<br />
== B2B vs B2C factors 。==<br />
:[[File:ClipCapIt-140913-112036.PNG|500px]]<br />
<br />
== Branding Models 。==<br />
# OEMs<br />
# Branded<br />
<br />
== Buying Models 。==<br />
* Straight re-buy<br />
* Modified re-buy<br />
* New purchase<br />
<br />
=== Buying Centre: Roles 。===<br />
* Initiator<br />
* User<br />
* Influencers<br />
* Deciders<br />
* Approvers<br />
* Buyers<br />
* Gatekeeprs<br />
<br />
=== Buying Centre: Influencers 。==<br />
* Hard Facts (prices, features, service...)<br />
* Soft Facts (trust, risk, relations...)<br />
* Buying Situation (rebuy, modified rebuy, new purchase)<br />
* Indirect (Environment, Organizational, Interpersonal, Individual)<br />
<br />
== Brand Relevance 。==<br />
* Risk Reduction<br />
* Information Efficiency<br />
* Standing out<br />
<br />
== High brand relevance 。==<br />
Relevance increases if:<br />
* market is monolithic (vs fragmented)<br />
* low or medium number (vs many) of competitors<br />
* multiple deciders (covering their backs)<br />
* application of the brand visible (vs product is just simple component)<br />
* buying process is complex (as it saves time)<br />
Also:<br />
* New buy (high relevance)<br />
* modified rebuy (medium relevance)<br />
* straight rebuy (low relevance)<br />
<br />
== Buying Stages 。==<br />
# Problem recognition<br />
# Need description<br />
# Specification<br />
# Search and evaluation for suppliers<br />
# Proposal Analysis<br />
# Supplier Evaluation and selection<br />
# Order-routine specification<br />
# Performance review<br />
<br />
== Role of B2B brands。 ==<br />
* Differentiate<br />
* Create Loyalty<br />
* Create preference<br />
* Command Price Premium<br />
<br />
== Branding Commodities。 ==<br />
* Acme Brick<br />
* Tata Steel<br />
* e-on energy</div>
Bernard Szlachta