B2B Branding - Big Picture

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title

B2B Branding - Big Picture

author

Bernard Szlachta (NobleProg Ltd)

</slideshow>

Corporate Social Responsibility 。

• Brand is an image of your corporate
• It is mostly emotional
• Brand can tell the story how the company behaves
• Customer do punish companies for behaving in an irresponsible way (see Starbucks and not paid tax in the US, 2013)

Expressing Corporate Social Responsibility 。

• Cause promotion (e.g. help for Tsunami victims)
• Cause-related marketing (e.g. Tom's Shoes, donate a pair shoes simply by buying one)
• Corporate social marketing (don't drink drive)
• Community volunteering (employees donate their time)
• Corporate philanthropy (donate money to charity)
• Corporate socially responsible business practices (not required by law behaviour not increasing profit but well being of the community)

Branding in China 。

• Alibaba (阿里巴巴)
  • TaoBao (淘宝)
• Sina WeiBo (新浪微博)
• HuaWei (华为)
• Haier (海尔)

Google and China 。

• true reasons of Google not being in China

Google and Korea 。

• naver.com vs google.com

Google and Japan 。

• Market share of Yahoo (using Google technology), 51%, 36% for Google as a brand
• http://www.nytimes.com/2010/07/28/technology/28yahoo.html?_r=0

Brand Leadership 。

• Virtual Monopoly (Google, Intel)
  • Domination of the market
  • Use position to strengthen believes rather than use monopoly to cash in
• Lovemarks (Apple, Coca Cola, Starbucks)
  • Religious believe of product being better