Branding in B2B Marketing

Abstract

As far as marketing is concerned, brands have received much attention and become a key player in modern society. In fact, they are everywhere and they have penetrated all spheres of our life including economic, social, cultural, sporting, even religious aspects of our life.

In spite of their pervasiveness and widespread use, brands have been also the subject of growing criticism (Klein, 1999). Brands are intangible assets that produce added benefits for the business. This issue pertains to the domain of strategic brand management whose focal concern is how to create value with proper brand management. Branding is crucial in B2B marketing and has attracted much attention. Business sectors have to differentiate themselves from the competitors, not only on the basis of their product but also on the basis of aspects such as management competencies, technologies, services and infrastructure.

Industrial product marketers, whether large or small, should formulate their branding strategies effectively so that they can compete with the global competitors. The purpose of the current paper is to briefly discuss branding process. Moreover, it also examines the issues involved in the branding of B2B organizations. Finally, the paper concludes by introducing the strategies for business branding in the contemporary global environment. Paper is based on secondary information sources, ranging from print to electronic media.