Managing B2B Brands

Module 4A

In this Course

Understanding Creating Value Delivering Value

Value • Marketing Strategy • Gaining New Business
• Introduction • Managing Product & • Personal Selling
• Organisational Brands • Marketing
Buying Behaviour • Managing Channels Performance
• Segmentation & • Managing Marketing Measurement
Market Communication • Customer
Opportunities • B2B Digital Marketing Relationship
• Managing Pricing Management

Business Marketing
2 R Sugant

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In this Session
Introduction

Branding Decisions

Branding Dimensions

Brand Building Process

Branding Pitfalls

Business Marketing R Sugant

Introduction - Why B2B Branding?

 Globalisation
 Hyper-competition
 Proliferationof similar products and service/
Commoditisation
 Increasing complexity
 Increasing price pressure

Business Marketing
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Introduction
 A brand is an intangible concept
A brand
ois a promise
oholds distinctive position in customers’ minds
oSet of attributes, benefits, beliefs and values
that differentiate, reduce complexity and
simplify the decision making process
 The brand is made tangible by
Name, logo, symbol, taglines, jingles,
advertising etc..

Business Marketing R Sugant

Introduction
 Important B2B brand functions
Increase information efficiency
oMakes it easier for the customers to gather and
process information about a product.
oBundling information about the manufacturer
and origin of a product thro’ the brand helps in
finding the way in a new or confusing product
environment.
Risk reduction
oreduces the customer’s risk of making the
wrong purchasing decision
Value added/ image benefit creation
Business Marketing R Sugant

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Introduction

Business Marketing
10 R Sugant

Introduction

Business Marketing
11 R Sugant

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Introduction
 Marketing Advantages of Strong Brands -
Role of B2B Brands
 Improved perceptions of product performance
 Create preferences
 Increase sales
 Greater loyalty
 Less vulnerable to competition
 Less vulnerable to crises
 Command price premium - Larger margins
 Inelastic consumer response to price increases
 Elastic consumer response to price decreases

Business Marketing R Sugant

Introduction
 Marketing Advantages of Strong Brands -
Role of B2B Brands
 Greater trade cooperation
 Increase in effectiveness of Integrated
Marketing Communication
 Licensing opportunities
 Brand extension opportunities
 Differentiate – product from competition
 Differentiate marketing efforts
 Secure future business
 Create brand image

Business Marketing R Sugant

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Branding Decisions – Brand Impact
Influential Dimensions
on the Buying Centre

Business Marketing R Sugant

Branding Decisions - Brand Relevance

in relation to context factors
Context Factors
Supplier Structure in the
market
Number of
Competitors
Complexity of the Buying
Process
Size of the Buying
Centre
Public Visibility of the
Brand

Business Marketing
15 R Sugant

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Branding Decisions - Brand Relevance
in relation to the buying situation
 New Task
 Straight Rebuy
 Modified Rebuy

Brand
Relevance

New Task Modified Rebuy Straight Rebuy

Business Marketing R Sugant

B2B Branding Dimensions

 Make a consistentimpression; B2B brand
management has to reduce complexity for the
customer. Brand Customer
Relationship

Business Marketing
17 R Sugant

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B2B Branding Dimensions
 Brand Relationship Spectrum
• Neoprene
• Nylon
• Kevlar
• Teflon
• Lycra
House of Brands
• Mylar
B2B Brands
Branded House

Business Marketing
18 R Sugant

Hybrid Brand Strategy - Google

Business Marketing R Sugant

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TATA – Hybrid Brand Strategy (B2B & B2C)

Business Marketing
20 R Sugant

B2B Branding Dimensions

 Generic Brand Strategies
Basic positioning
of the brands Geographical
range of brands

No. of products
sold under one
brand

Business Marketing
21 R Sugant

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Branding Dimensions - Brand Elements
 Name Criteria to ensure
 Logo Visual Identity brand identity
 Tagline  Available
 Meaningful
 Brand Story
 Memorable
 Visual Identity Code
 Protectable
 Brand guidelines that
 Future oriented
specify the use of each
brand element  Positive
 Transferable
Business Marketing
22 R Sugant

Branding Dimensions - Brand Elements

 Brand Name
 Name of founders (Patrynomic names)

 Descriptive names

 Acronyms
 Fabricated Names
 Metaphors – Based on things, places etc..
 Logo
 Graphic look of a brand
 Tagline
 Easily recognizableBusiness
and memorable
Marketing phrase
23 R Sugant

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 Business Marketing
24 R Sugant

Branding Dimensions - Brand

Communication

Brand Building Tools

Business Marketing
25 R Sugant

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Branding Dimensions - InBranding

Business Marketing
26 R Sugant

Branding Dimensions - InBranding

 InBranding or Ingredient Branding – special form of
co-branding

Business Marketing
27 R Sugant

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 Branding Dimensions - InBranding
 Ingredient Branding – should capture an essential
part of the end product
 Farm products

 Natural products

 Component materials

 Component parts

Business Marketing
28 R Sugant

Brand Building Process

Brand Brand Brand Brand Brand

Planning Analysis Strategy Building Audit
Organisational External Architecture Marketing Plan Controlling
Framework Internal Target Market Implementation Monitoring

Business Marketing
29 R Sugant

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Brand Building Process –
Brand Planning
 Branding Principles
 Consistency
 Clarity
 Continuity
 Visibility
 Authenticity

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
30 Strategy Building RAudit
Sugant

Brand Building Process –

Brand Analysis
 Brand Share = Brand Sales
Category Sales
 To formulate
 Brand Mission
 Brand Personality
 Brand Values

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
31 Strategy Building RAudit
Sugant

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 Business Marketing R Sugant

Brand Building Process-

Brand Analysis
Customer Based Brand Equity (CBBE) Model

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
33 Strategy Building RAudit
Sugant

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Brand Building Process-
Brand Analysis
Customer Based Brand Equity (CBBE) Model
 Brand salience
 relates to the awareness of the brand.
 Brand performance
 refers to the satisfaction of customers’ functional needs.
 Brand imagery
 arises from the satisfaction of customers’ psychological needs.
 Brand judgment
 focuses on customers’ opinions based on performance and imagery.
 Brand emotions
 Created by the customers’ emotional responses and reactions to a brand.
 Brand resonance
 based on the relationship and level of identification of the customer with
a brand.
Brand Brand Brand Brand Brand
Business Marketing
Planning Analysis
34 Strategy Building RAudit
Sugant

Brand Building Process –

Brand Strategy Model
Mercedes Benz Brand Strategy

Safe,

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
35 Strategy Building RAudit
Sugant

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Brand Building Process

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
36 Strategy Building RAudit
Sugant

Brand Building Process

 Marketing Planning
 Obsessive Implementation
 Brand Portfolio Management
 Align the portfolio with business design
 Build a brand pyramid
 Grow winners and harvest losers

Brand Brand Brand Brand Brand

Business Marketing
Planning Analysis
37 Strategy Building RAudit
Sugant

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Brand Building Process
Brand Audit & Metrics
 Brand knowledge (qualitative)
 Brand positioning understanding (qualitative)
 Brand contract fulfilment (qualitative and quantitative)
 Brand personality recognition (qualitative)
 Brand-driven customer acquisitions (quantitative)
 Brand-driven customer retention and loyalty
(quantitative)
 Brand-driven penetration and frequency (quantitative)
 Financial brand value (quantitative)
Brand Brand Brand Brand Brand
Business Marketing
Planning Analysis
38 Strategy Building RAudit
Sugant

Branding Pitfalls

1. A Brand Is Something You Own

2. Brands Take Care of Themselves
3. Brand Awareness vs. Brand Relevance
4. Don’t Wear Blinders
5. Don’t Let Outsiders Do Your Job

Business Marketing R Sugant

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To recap
 Introduction
 Brand Defn.
 Branding Functions
 Marketing Advantages of
Strong Brands
 Branding Decisions
 Roleof B2B Brands
 Why B2B Branding
 Brand Relevance
 Branding Dimensions
 Brand – Customer
Relationship
 Generic Brand Strategies
 Brand Elements Business Marketing
 Brand Communication
 InBranding
 Brand Building Process
 Brand Planning
 Brand Power
 Brand Analysis
 Brand Strategy
 Brand Audit & Metrics
 Branding Pitfalls
R Sugant
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