To Brand or Not to Brand: An Introduction to B2B Branding

Kirsten Juliet Ives () and Vera Müllner ()
Additional contact information
Kirsten Juliet Ives: Moodley Brand Identity GmbH
Vera Müllner: International Technology Company Based in Graz

Chapter 7 in B2B Marketing, 2021, pp 189-210 from Springer

Abstract: Abstract Lead generation, marketing automation, performance marketing, or content AI are only a few of the recent developments that have re-shaped the face of B2B marketing. Perhaps even thus far that conventional elements such as branding have become obsolete? Branding has always been a tricky issue in the B2B environment. Originating in the B2C world, the importance of brands has never quite reached the same status for B2B companies. Once a logo and some associated guidelines were created, the task of branding is usually considered to be done. It starkly shows that even today’s B2B companies still tend to underestimate the extensive power successful brands can have on the business. Thus, the purpose of this chapter is to revisit the issue of branding to re-justify its importance in modern B2B marketing by giving a general introduction to B2B branding. After a theoretical examination, the following can be said: Smart branding ensures a substantial and consistent positioning of companies towards its customers. By creating trust and establishing organizations as industry experts and thought-leaders, branding can become a fruitful basis for a strong and loyal partnership between customers and companies. Additionally, branding acts as an underlying red line for all activities from marketing and sales to HR. It saves time and money by trendsetting and keeping the focus on the business and customers.

Date: 2021
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_7

Ordering information: This item can be ordered from
http://www.springer.com/9783030542924

DOI: 10.1007/978-3-030-54292-4_7

Access Statistics for this chapter

More chapters in Management for Professionals from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().