Question

In your opinion how is building a brand in a business-to-business context different from doing so in the consumer market? Is Cisco’s plan to reach out to consumers a viable one? Why or why not? 2. From your reading of the chapters about Iceland, explain the following: Which marketing concepts did they emplo that made their marketing campaign so successful?

Answer 1

Branding in B2B Vs B2C

1. Business to business purchases are primarily motivated by logics. Decision are made based on a rationale mindset. Emotion enters in as a fear of making a wrong decision, this is where branding comes into picture. Branding the business as an expert help overcome this fear.

In B2C purchases are primarily made based on emotions. Branding is done to succeed the emotions of target customers.

2. B2B products and services are sold to large group of people, making a purchase involves many level of approval. Brand needs to appeal to all the stakeholders involved in making a decision to purchase the goods or services.

In B2C brand generally has to appeal to a single person who influence the purchase.

3. B2B have a smaller range of prospective customers to target. Branding needs to be tailor made to make a long lasting position in the minds of prospective customer.

In B2C companies have a wide range of prospective customers to target. The goal is to build brand awareness among the greatest number of target customers.

4. B2B branding must convey expertise. It should highlight product information in a detailed manner.

B2C branding must convey benefits. A detailed product information is not required while branding the product.

5. Building a trust through branding is important in B2B.

B2C branding is transactional rather than relational.

2. Will need chapter Iceland for suggesting the answer as without reading the chapter it is impossible to convey the answer.