subject: Business to Business Branding Principles [print this page] Business to Business Branding Principles Business to Business Branding Principles
Business to Business branding principles means what should be the strategy of business to business marketers for making the services and the products of their client as a brand. Standing out from the crowd is easy when the products or services are truly one of a kind. When products or services are similar to those offered by the competition, it's more of a challenge to uniquely position our self. One way a B2B company can strengthen their brand is by moving from a "house of brands" to a "branded house" .a branded house is when brands use a single name across all products and services, like the Group. For example if we go through Tata Brand, then there are various products of Tata such as Tata motors, Tata mobiles, Tata steels and Tata sky and more. So if Tata launches a new product in future then the people accept that product very easily because of its brand. When a branded house launches a new product or sub-brand, it is more easily accepted by consumers due to its affiliation with the original brand. Same is for the services, for example Business to business portal TradekeyIndia provides the various services to their customer such as website designing, banner advertisement, email marketing, so if in future TradekeyIndia provide new service to the customer then the customer accept that service very easily because of the name and the best services provided by the TradeKeyIndia.
Branding is very important in marketing. A brand is a product, service that is publicly distinguished from other products, services so that it can be easily communicated and usually marketed. Brands are usually protected from use by others people by securing a trademark from an authorized agency. Before applying for a trademark or service mark, we need to establish that someone else hasn't already obtained one for our Companies name that own big consumer brands. Once we are sure that no one else is using it, we can begin to use our brand name as a trademark .Brands are often expressed in the form of logos , graphic representations of the brand. Customers are willing to pay a premium price for a branded product compared to a generic one.
Most of the people in the world think that a brand is a logo or a trademark and packaging only. While these terms are important for a brand but most important thing of the brand is its quality. The promise of the brand to a purchaser is a certain perceived quality and value.
When we just describing the brand of the product. The first step in the branding process is to thoroughly understand the business' brand and how our product is different from those of competitor, think that what potential opportunities differentiate our business. A business needs to convey the brand values effectively internally to management and staff and externally to its customers.
A major factor in brand building is marketing communications. The following are traditional methods of communications.
