brand attributes in business to business marketing
TRANSCRIPT
BRANDING THE BUSINESS MARKETING OFFER: EXPLORING BRAND ATTRIBUTES IN BUSINESS MARKETS
Journal of Business & Industrial Marketing
Zain JafriSana Ashraf
Brands are increasingly viewed as offering a crucial point of differentiation and a sustainable form of competitive advantage for business-to-business marketers
Brands in B2B
Important role in decision making
Consideration for purchase
Justifies price premiums
Engage in favorable word-of-mouth
Significance in B2B
Challenges
Lag behind in research
Rational consumers
Branding- a new concept in B2B
Cash flow benefits
Points-of -Difference
Raise barriers to
entry
Corporate reputation
Network Power
Benefits
Five components of Business Marketing offer
Product
Three ways to conceptualize the product
Tangible “thing”
Benefits to buyers1. High performance products with little services and adaptation2. Ingredient products
Product innovation
Valued by extrinsically oriented business customers
Services
Augment product
May be the only offering
To build service capabilities
• Ability of suppliers to manage their supply chain
• meet the demands of just-in-time production schedules
• minimize customer production disruptions
“Delivery of the productto the customer”
Classic Definition…
Evolved Concept…“Consists primarily of capabilities
rather than tangible things”
• Provide order and material traceability
• The ability to cooperate with other network partners in order to deliver offers to customers
Logistics
Marino NZ&
Wal Mart suppliers
Adaptation
Making Changes to any element of the offering
Different from Innovation
Critical for Buyer’s with Complex need.
Relationship building and long-term satisfaction
Airbus/Boeing&
Microsoft’s ERP
Advice
To Increase Customer Understanding
Identify New Opportunities
Changes the Way of doing things.
Conclusion
Framework to Construct Unique Brand Identity
Difficult to Imitate
Creates a difference in the buyers mind.
Alternate Framework to Kapferer’s brand identity prism
Criticism
Capability of the Firm?
Product Level or Corporate Level?
Are these the only elements for Brand Identity?