8/22/2019 b2b8

1/9

Branding in B2B Markets

Lecture 8

8/22/2019 b2b8

2/9

Branding in B2B vs. B2C

Personal Selling or Branding?

Substitutes or Compliments?

Umbrella Brand Line Brands

8/22/2019 b2b8

3/9

Seller-Buyer Relationship

Contact Phase

Transaction Phase

Expansion Phase Consultative phase

Enterprise phase

8/22/2019 b2b8

4/9

Customer Risk

Contact

Customer

Faces

Seller

Risk

Transaction

Customer

Faces

Offer Risk

Expansion

Customer

Faces

Scale Risk

Consultative

Customer

Faces

Skill Risk

Enterprise

Customer

Faces

resource

Risk

8/22/2019 b2b8

5/9

Customer Risks

Seller Risk: (Contact phase) Whether to invest time and effort working with an

unknown and unproven supplier.

Customer asks Who are you?

Brand risk mitigation: Accenture: High performancePerformance Delivered

Offer Risk: (Transaction phase)

Delivery on promises; Specifics of reliability,timeliness, product quality.

Customer usually places a test order

Brand risk Mitigation: IBM Delivers

8/22/2019 b2b8

6/9

Customer Risks

Scale Risks: (Expansion phase)

Can the seller scale his quantity of supply when the

need arrives? Questions of Size and Capability.

Brand Risk mitigation: Umbrella brand conveyscorporate size, scale and capability.

Line Brand denotes capability in the specific field of

application & differentiate from competitors.

8/22/2019 b2b8

7/9

Skills Risk: (Consultative Phase)

Evaluation no longer on credibility, product quality or

ability to deliver what is promised but on Skills or

knowledge to deliver long term requirements. Brand Risk Mitigation: Through a combination of

Umbrella, Line and modifier brands.

8/22/2019 b2b8

8/9

B2B Brand Architecture

B2B Brand Architecture Organizational Structure +

Standardized vs. Customized Product

Offerings

8/22/2019 b2b8

9/9

BrandStack

BrandPack

Brand

Tower

Brand

Silos

Standardized

Customized

DecentralizedCentralized