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Consumer and Business to Business Marketing

In: Business and Management

Submitted By ttunderwood
Words 765
Pages 4
How is building a brand in a business-to-business context different from doing so in the consumer market?

Building a strong brand that is able to set a company apart from other business is always an important job. However depending on who the intended client is determines how the company will build their brand. A brand is defined as a name, term, sign, symbol, or design, or a combination of them , intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. (Kotler, Keller, 2012) While many things in branding are the same, building a brand that supports brand to brand, B2B, or brand to customer, B2C, sales has slight differences. In an online article entitled, Focus Area, Business Market, B2C and B2B are compared. Here are a few of those comparisons: In the consumer market, every customer has equal value and represents a small percentage of revenue, products are the same for all customers-the service elements are low, and costs are restricted to purchase costs. In the business-to-business context, there are a small number of big customers that account for a large percentage of revenue, products are customized for different customers-service is highly valued, and purchase costs may be a small part of the total costs of use. These are just a few among many comparisons between business-to-business and consumer market.
In B2B branding, a focus will be made on making a strong connection with the client business in order to make their brand seen as the top choice and safe to do business with. In order to do this, the brand will be built around making strong and personal relationships with the customer to become the go-to source.
Instead of mass marketing and small ads, B2B branding requires that the business be willing to accept the time to completely educate the professional buyers about the…...

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