tailieunhanh - Thị trường B2B brand management

When talking about brands most people think of Coca Cola, Apple, Ikea, Starbucks, Nokia, and maybe Harley Davidson. These brands also happen to be among the most cited best-practice examples in the area of Business-to-Consumer (B2C) branding. For these companies their brand represents a strong and enduring asset, a value driver that has literally boosted the company’s success. Hardly any company neglects the importance of brands in B2C. | Chapter 1 Being Known or Being One of Many It is a capital mistake to theorize before one has data. Insensibly one begins to twist facts to suit theories instead of theories to suit facts. Sir Arthur Conan Doyle 1859-1930 Sherlock Holmes When talking about brands most people think of Coca Cola Apple Ikea Starbucks Nokia and maybe Harley Davidson. These brands also happen to be among the most cited best-practice examples in the area of Business-to-Consumer B2C branding. For these companies their brand represents a strong and enduring asset a value driver that has literally boosted the company s success. Hardly any company neglects the importance of brands in B2C. In Business-to-Business B2B things are different - branding is not meant to be relevant. Many managers are convinced that it is a phenomenon confined only to consumer products and markets. Their justification often relies on the fact that they are in a commodity business or specialty market and that customers naturally know a great deal about their products as well as their competitors products. To them brand loyalty is a non-rational behavior that applies to breakfast cereals and favorite jeans - it doesn t apply in the more rational world of B2B products. Products such as electric motors crystal components industrial lubricants or high-tech components are chosen through an objective decision-making process that only accounts for the so-called hard facts like features functionality 2 Being Known or Being One of Many benefits price service and quality Soft-facts like the reputation of the business whether it is well known is not of interest. Is this true Does anybody really believe that people can turn themselves into unemotional and utterly rational machines when at work We don t think so. Is branding relevant to B2B companies Microsoft IBM General Electric Intel HP Cisco Systems Dell Oracle SAP Siemens FedEx Boeing -they are all vivid examples of the fact that some of the world s strongest brands .

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