Brand attributes in business to business marketing
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Transcript of Brand attributes in business to business marketing
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BRANDING THE BUSINESS MARKETING OFFER: EXPLORING BRAND ATTRIBUTES IN BUSINESS MARKETS
Journal of Business & Industrial Marketing
Zain JafriSana Ashraf
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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
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Important role in decision making
Consideration for purchase
Justifies price premiums
Engage in favorable word-of-mouth
Significance in B2B
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Challenges
Lag behind in research
Rational consumers
Branding- a new concept in B2B
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Cash flow benefits
Points-of -Difference
Raise barriers to
entry
Corporate reputation
Network Power
Benefits
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Five components of Business Marketing offer
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Product
Three ways to conceptualize the product
Tangible “thing”
Benefits to buyers1. High performance products with little services and adaptation2. Ingredient products
Product innovation
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Valued by extrinsically oriented business customers
Services
Augment product
May be the only offering
To build service capabilities
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• 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
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Marino NZ&
Wal Mart suppliers
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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
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Airbus/Boeing&
Microsoft’s ERP
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Advice
To Increase Customer Understanding
Identify New Opportunities
Changes the Way of doing things.
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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
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Criticism
Capability of the Firm?
Product Level or Corporate Level?
Are these the only elements for Brand Identity?