Branding in B2B

Branding in B2BIs it important?Brand?Brand in Industrial marketsSingle most important value.How would it react to a demanding customer?Consistency of messageEmployeesAlignment with valuesB2B Brand vs ProductWhy should we be interested in B2B branding?DifferentiationLoyaltyEmotions

Will it work for B2B industry?Beyond functionalBuying trustStronger resistance to change

Effect of brand on B2B buying decisionsEssence of marketingRight product at the right place at the right price persuaded to want it at the exclusion of others Can B2B be influenced by brand?Inertia to changeLoyalty & TrustBeyond 4 Ps

How can B2B leverage brand?Brand values Dell - FlexibilitySony - InnovationIBM QualityStrategic roadmap to build on brandConflicting viewpointsLets sayBrand 5% decisionPositioning 7%Command premium vs Increase market share

To summarizeB2B Branding is not be all & end all of businessAll other components of marketing mix will fall into place

Companys brand is what the company is.